How to Drive Growth Amid Global Uncertainty
Whether it’s due to geopolitical instability, disrupted supply chains or ground-breaking new technology, there’s no denying that the world economy hasn’t exactly been easy to navigate these past few years. In turn, B2B marketers have had to deal with tight budgets, and huge pressure to demonstrate the value they’re bringing their businesses.
With that in mind, the Propolis Marketing Leaders Series brought together senior B2B marketing leaders from across the US to redefine the role of marketers in this new reality. Powered by Propolis intelligence and industry thought leadership, this series of virtual events highlighted the critical focus areas B2B marketers must master to drive commercial impact.
Our goal is clear: to elevate B2B marketers’ influence in the C-suite. Explore our Commercial Marketer Strategy Pack for a glimpse into the five essential areas that fuel business growth, a preview of the full insights available with the Propolis membership.
In these virtual events, industry experts shared insights on repositioning marketing as a commercial growth driver and strengthening C-suite alignment. This blog outlines some of the key takeaways B2B marketers need to follow if they’re to secure their role at the top table, and start to build trust and influence with the board.
1. How B2B Marketers Can Secure Their Seat at the Executive Table
The opening session of the Propolis Marketing Leaders Series, “No Small Chairs at the Top Table: How to Make Marketing Indispensable to the Board,” set the tone for a crucial conversation. B2B marketers need to go beyond the sidelines and establish themselves as commercial power players.
Moderated by Steve Mudd, our Propolis AI Expert, the panel brought together Cara McCall, SVP, Brand & Content Strategy, CAC Group, Sue Rodeman, VP of Marketing, Kodak Alaris, and Rachel Anderson, Head of Strategic Partnerships, HUT 3. They discussed the growing need for marketing to be seen as a driver of revenue and not just brand awareness, if we’re to truly build trust among our C-suite peers.
A key takeaway? Marketing is no longer just an art; it’s a science. In today’s data-rich environment, the ability to translate customer insights, market positioning and performance metrics into strategic business decisions is what earns marketing a seat at the top table.
The discussion focused on the importance of data-driven storytelling, using omnichannel reporting and predictive analytics to shift marketing’s perception from a cost center to a business growth engine. AI is playing an increasing role, enhancing everything from content ideation to internal alignment, but panelists stressed that brand integrity and unified messaging must remain top priorities.
The session closed with a clear call to action: marketers must advocate for their seat by demonstrating commercial impact, proving that marketing isn’t just part of the conversation, but a force shaping the future of the business.
2. Building High-Impact Marketing Teams: The Talent Imperative
As the Propolis Marketing Leaders Series continued, the spotlight shifted to one of the most pressing challenges facing today’s B2B marketing leaders: talent management and team empowerment. Steve also moderated this interactive Q&A session with the following guests: Alison Hallett, VP, Marketing and Business Development Enablement, CGI, and Piero DePaoli, VP, Global Marketing Strategy & Culture, ServiceNow.
They explored the evolving skills, culture and leadership strategies needed to drive marketing’s influence at the executive level. A key theme emerged: talent is the backbone of commercial success. The conversation centered on how marketing teams can transition from operating on the margins to becoming true revenue drivers.
Skill development and adaptability are critical. Panelists shared insights on retaining top talent during slow growth periods, upskilling multitasking professionals and effectively engaging younger, remote-first workers.
Creating a continuous learning culture was a major focus, with discussions on how marketers must embrace agility to keep pace with AI-driven transformations. Leadership, the panelists stressed, isn’t just about strategy, it’s important to foster inclusivity, empowerment and human connection, whether in hybrid or fully remote environments.
This session reinforced that marketing leaders are much more than brand builders, they are architects of growth and innovation. They can create stronger, more resilient teams that directly contribute to business impact by investing in people, skills and culture.
3. Bridging the Gap: How to Strengthen Ties with CFOs
The third session of the Propolis Marketing Leaders Series tackled a critical yet often overlooked relationship: marketing and finance. In a discussion moderated by David Rowlands, our Head of Product, industry experts Lorna Charlish, MD & Co-Founder, Radish, Steven Spieczny, VP Marketing, Kognic, and Matt Lauro, Head of Global Marketing, Kelly OCG, shared strategies for aligning marketing with CFO priorities to secure greater investment and influence at the executive level.
A key takeaway? Marketers must treat CFOs as a buyer persona. It’s important to understand their language, priorities and concerns to build trust. As Lorna put it: “Marketing isn’t just about brand awareness; it’s about demonstrating measurable outcomes that resonate with finance leaders.”
This means shifting the conversation from engagement metrics to revenue-driven KPIs like pipeline velocity, win rates and marketing-influenced deals. The session also highlighted how Account-Based Marketing (ABM) acts as a crucial bridge between sales, marketing, and finance. By involving CFOs and sales leaders in their ABM efforts, marketers can reinforce their impact on long-term revenue growth.
“Marketing and finance must be aligned on KPIs. If we can’t connect our work to revenue impact, we risk being seen as a cost center rather than a strategic driver,” Lorna added. This discussion made one thing clear: marketers who master financial alignment will be best positioned to secure their seat at the top table.
4. Earning Boardroom Trust: How to Prove Your Commercial Impact
The final session of the Propolis Marketing Leaders Series tackled one of the biggest challenges facing B2B marketers today, which is proving their commercial impact to the board. Titled “How to Lose Friends and Alienate the Board: Are B2B Marketers Driving Any ROI?”, the discussion explored insights from Endeavour Business Media’s research on the alignment (or misalignment) between marketing, finance and sales.
Moderated by our B2B Marketing’s Senior Content Editor, Kavita Singh, the panel featured Paul Mattioli, EVP, Endeavor B2B, Ryan Flom, CMO, Softwood Lumber Board, and Michael Passanante, SVP Marketing & Communications, Capital Rx. Together, they examined the urgent need for B2B marketers to shift from tactical execution to a commercial marketer mindset. This means prioritizing strategic thinking, revenue impact and measurable business growth.
One key insight? Finance and sales leaders aren’t always convinced of marketing’s commercial ability. The discussion emphasized the importance of speaking the board’s language, moving away from vanity metrics like impressions and engagement, and instead focusing on pipeline velocity, cost of customer acquisition and marketing’s direct contribution to revenue.
As Paul put it: “Marketing has become the keeper of all things strategic. If marketers want a true seat at the table, they must not only drive revenue but also own the full strategy – brand positioning, commercial impact and long-term business growth.”
The session closed with a clear takeaway: marketers must actively build trust at the board level by aligning with finance and sales, proving their role as revenue drivers. This is one of the best ways to ensure their seat at the executive table.
Strategies for Securing Influence at the Executive Level
The Propolis Marketing Leaders Series highlighted a fundamental shift in the role of B2B marketers, emphasizing their evolution from brand stewards to indispensable commercial strategists. Throughout the series, industry experts reinforced a central theme: marketing must demonstrate measurable business impact to secure influence at the executive level.
B2B marketing is no longer solely about creativity and brand awareness, but is increasingly driven by data, strategic alignment and financial acumen. The insights presented in the series offer a roadmap for marketers seeking to elevate their role within their organizations:
- Strategic influence over tactical execution: To gain a seat at the executive table, marketers must shift from being viewed as a support function to a revenue-driving force. They can reinforce their strategic importance to the business by leveraging omnichannel reporting, predictive analytics and AI-driven insights.
- Talent as a catalyst for growth: The success of marketing teams is based on their ability to adapt to technological advancements and shifting workforce expectations. Continuous learning, agility, and an inclusive culture are essential in building high-performing teams that drive long-term commercial success.
- Financial alignment: Bridging the gap between marketing and finance is imperative. Marketers need to position themselves as strategic business partners rather than cost centers. It’s important to frame marketing activities in terms of revenue impact and align with financial KPIs such as pipeline velocity and marketing-influenced revenue.
- Boardroom credibility through commercial impact: Trust at the executive level is built through proven commercial contribution. Marketers must not only track and optimize their initiatives but also articulate their impact in a language that resonates with C-suite executives, particularly CFOs and sales leaders.
Ultimately, the Marketing Leaders Series served as a call to action for B2B marketers to redefine their role within organizations. By embracing a data-driven, commercially focused approach, they can move beyond traditional brand-building functions and assert themselves as pivotal drivers of growth and profitability.
As the industry continues to navigate economic uncertainty and evolving market dynamics, the ability to align marketing with strategic business outcomes will be the defining factor in securing long-term influence at the top table.
