B2B Leaders Report 2017 – How to win the hearts and minds of the c-suite

Why it's time for B2B marketing leaders to bridge the recognition chasm

Overview

It’s disappointingly consistent: the biggest thing that’s holding marketing back in B2B organisations is still the lack of understanding and appreciation for it at board level. This was the case 13 years ago when we launched B2B Marketing, and (unfortunately) it’s still the case today.

In this report, you'll find out how to:

  • Determine where both the c-suite and marketing are going wrong
  • Strike the right balance between art and science
  • Consistently and compellingly communicate the value marketing delivers
  • Deliver market insight and challenge preconceptions
  • Keep up the pace and be responsive
  • Master the art of persuasion.

"In many instances, marketing still has a chasm to cross in order to be fully respected, recognised and valued for what it can and should deliver"

A look inside

  • B2B Leaders Report 2017 – How to win the hearts and minds of the c-suite
  • B2B Leaders Report 2017 – How to win the hearts and minds of the c-suite

Contents 

1 – About this report 

2 – Introduction

3 – Section 1: 8 reasons why B2B marketing leaders are failing to secure their place at the top table

4 – Section 2: What do B2B marketers need to do about it?

5 – Section 3: Who we spoke to

6 – Section 4: Comment – Clarasys