Adapt or die? Leadership in the era of martech transformation
The B2B Leaders Report 2018
Overview
It’s crucial B2B marketing leaders have a clear vision of how that transformation will impact them, including a plan and an assessment of the skills and resources needed to achieve it.
In this report, and through both qualitative and quantitative data, we examine the extent to which B2B marketers are prepared for this transformation and how to tackle it.
In particular, we’ll look at the role that technology is playing in driving and enabling change, plus the nature of resourcing that marketing leaders must allocate to it.
"Marketing operations is the compass and guide for this journey. Many companies have already invested in this role, but far from all. Those who haven’t are likely to be compromising their ability to deploy martech and conduct more effective digital marketing."
A look inside
Contents
1 – Executive summary
2 – Section 1: Introduction
3 – Section 2: Understanding the transition
4 – Section 3: Internal resources
5 – Section 4: External resources
6 – Section 5: Marketing leadership
7 – Section 6: Marketing operations
8 – Section 7: Summary, conclusions and takeaways
9 – Conclusion
Related Premium member content
Close the gap between sales and marketing and put businesses longest running feud to bed
The concept of ‘sales enablement’ is certainly not new. However, it’s never been given the level of attention it deserves or needs. In 2020, this is set to change.
