RESEARCH NEWS: CRO rejected by B2B marketing leaders

Only 11 per cent of B2B marketing leaders have considered appointing a CRO to align sales and marketing, according to new research from B2B Marketing.

The most effective solution, according to 67 per cent of respondents, was ‘setting shared goals and objectives’.

The report has been produced to support tomorrow’s B2B Marketing Leaders Forum – an exclusive event for top-level business marketers, providing a unique opportunity for direct engagement, networking and learning.

Other key findings include:

  • Marketing is valued by the senior leadership team – 88 per cent of respondents feel their senior leadership respects the marketing function.

  • Core marketing skills are a problem – over a third of marketing leaders cited ‘core marketing skills’ as the biggest weakness in their marketing team.

  • Bias exists towards managing marketing strategy centrally – 42 per cent of marketing leaders say their organisation’s marketing strategy is managed centrally.

Joel Harrison, director of editorial and content at B2B Marketing said, “What does the marketing leader really look like in 2012? And more importantly, what does it take to succeed? These are the questions we sought to answer in our B2B Marketing Leaders Report.

“Our aim was to provide the first meaningful profile of this audience and their trials and tribulations, in order to help them achieve their objectives. I hope the findings in this report provide new insights into this most challenging of roles, and ultimately help drive the profession forward.”

Created in association with Circle Research, the survey was conducted online during July 2012 with a total of 102 B2B marketing leaders taking part. Leaders are defined as those in the senior leadership team, or those reporting directly to them, and who are responsible for a significant portion of their organisation’s B2B marketing budgets.

Download the key findings.