Why B2B marketers need a new approach to talent and incentives

David van Schaick

To really grasp the opportunity for growth, B2B marketers need to rethink their approaches to talent and incentives.

B2B technology marketing is having its moment in the limelight. Investment in the tech sector has continued apace, inspired by its resilience through the pandemic and the role it will continue to play in the recovery. Venture capital alone pumped in over $200bn globally last year. And behind this investment sits a powerful growth motive. Investors want organic growth, bigger market share and more penetration to create returns on their spend. Everyone is looking at marketing to find and deliver this growth.

Marketing is no longer the colouring-in department of proverb; it is now seen as deeply...

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