Adapt or die? Leadership in the era of martech transformation

The B2B Leaders Report 2018

Overview

B2B organisations are under pressure to transform. Markets are being disrupted, buyers’ preferences are changing, and new marketing techniques are emerging every day.

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

  • Adapt or die? Leadership in the era of martech transformation
  • Adapt or die? Leadership in the era of martech transformation

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