Going digital: Marketing leadership in the B2B sector

Grant Duncan and Alexandra Ghashghai

This article outlines the impact digital technology has had on B2B organisations and sketches the important role marketers can play going forward.

Data management
Digital transformation
Customer centricity

Going digital: Marketing leadership in the B2B sector

Grant Duncan Spencer StuartAlexandra Ghashghai Spencer Stuart

The role of marketing in the B2B sector is undergoing profound change. Once the poor relation to sales, and with little credibility in the...

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