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ANA survey says B2B marketers must step up their game to get seat at boardroom table

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Eric Erikson
Jun 07, 2016 18:20
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The study, which polled 237 B2B marketers in conjunction with research firm GfK in March, found that 39 percent of B2B marketers surveyed believe their roles are to ensure that the voice of the customer shapes the business strategy and to bring expert marketing competencies to the table.

For example, just 42 percent said they even have a seat at the top management table, and only 37 percent said they enjoy strong endorsement from senior management.

To make matters more challenging, 35 percent of respondents said senior leadership is still focused on the product and price and not on insights into the customer.

To encourage leadership to view them as essential strategic partners, the ANA advised that B2B marketers combine strong leadership skills with deep marketing experience to clearly establish their companies competitive advantage, which will allow them to increase their influence and play key roles in driving sales, boosting brand awareness, and increasing customer loyalty.

The organization also provided the following recommendations to help B2B marketers achieve their goals and overcome obstacles:

Partner with sales to drive business growth.

Prove ROI to ensure marketing is perceived as a competitive advantage.

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Eric Erikson
Jun 07, 2016 18:20
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