Marketers reveal how to prove worth to senior management

Distinguishing your work from your competitors is the most effective way get to noticed by senior management, according to research from GfK and ANA.

Seventy-seven percent of US B2B marketers said positioning the brand against their competitors was the most important role they play.

Other frequently cited ways to garner a positive response from senior management included identifying segments to improve targeting (58 percent) and communicating to the sales force and agency (51 percent).

When asked to cite their most important objectives, respondents unanimously chose driving sales and leads (80 percent), with boosting brand awareness (55 percent) and increasing customer loyalty and/or retention (55 percent) the next most commonly mentioned objectives.