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Community Guides

How Marketing Can Drive Strategy and Transformation

Written by Propolis lead analyst, Peter O’Neill

Radical market and societal shifts means a fundamental re- examination of the role of marketing, our report finds.

Change is often uncomfortable and stressful for organisations but also presents fantastic opportunities to rethink business models and ways of working. In our report Marketing leads the strategy going forward we look at how B2B companies are responding to the post pandemic business landscape and are looking to marketing as a key aspect to driving change and transformation.

The focus of the report is to assess the stress, specific to marketing processes and organisation, from business transformations. We identified examples of the most significant B2B transformations and try to understand why and how marketing organisations are affected following interviews with 10 senior B2B marketing leaders to gain deep insight.

Access this report to learn:

  • How digital business transformation changes the role of marketing
  • The six parameters of change
  • Assuming leadership as a marketer
  • Words of wisdom – an interview with Iulia Balan, managing director segments and solutions marketing at financial services company State Street
  • Key recommendations to help perfect your data strategy



These reports examine current best practice based on the latest insight from global marketing leaders. This report features key highlights from the full version that is exclusively available to Propolis members.

Peter O’Neill

Lead Analyst - Propolis

The report was written by lead analyst, Peter O’Neill with experts from the Propolis platform. There are 30 such experts on hand to share their expertise and experience as well as offer 121-support on Propolis, a community intelligence platform that enables B2B marketers to enhance strategy, build a world-class marketing function and deliver tangible ROI.

Joining Propolis also gives you access to a raft of tools, guides and best practice to drive and execute innovation as well as live and on-demand training, workshops roundtables and briefings.

Join the global community for B2B Marketing leaders

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Our community members have instant access to the marketing expertise and intelligence they need to inform and enhance their strategy, boost productivity and train and motivate their teams to perform at their best.

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