93% of B2B marketers would be braver if allowed to fail

Nine out of 10 B2B marketers would be willing to take braver decisions if they knew they wouldn’t suffer consequences in the event of failure.

That’s one of the key findings from research carried out by B2B Marketing, in association with Octopus Group, into bravery in business. In addition, almost two-thirds said more acceptance of failure in pursuit of new ideas from the organisation was the top reason that would encourage braver decision-making.

The study, which polled 190 B2B marketers around the world, also found only a third believed their organisation accepts failure as a natural part of the innovation process. And just 40% are actively encouraged to take bolder decisions.

Paul Snell, deputy editor at B2B Marketing, said: “Our research found B2B marketers want to take braver decisions, and their businesses want them to. So what’s the problem? Fear of failure is a major inhibitor. It’s essential organisations support the pursuit of new ideas, even if this means a few failures along the way.”

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