Why the B2B disconnect between sales and marketing is hindering growth

The traits and capabilities of top-performing business-to-business brands (B2B) have been identified by agency Stein IAS.

‘Growth drivers’ are the highest of three tiers of business-to-business (B2B) marketing organisation in a classification devised by agency Stein IAS, the other two cohorts being made up of ‘growth enablers’ and ‘sales enablers’.

The B2B marketing role...

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