“It is simply impossible to determine the success of marketing on the basis of leads or accounts. It’s time for B2B marketers to make the shift from leads to buying groups and opportunities. Here are the top three concepts B2B marketers need when moving to buying groups.”
The average tenure for CMOs decreased from 43 months to 41 months. CMO tenure in 2019 decreased slightly, by two months; more than half (60%) have held the role for 36 months or less, consistent with 2018 and a slight increase over 2017 (57%).
via Spencer Stuart
“But under the present circumstances, data and analytics teams are strained to deliver against expectations and need to develop new ways of thinking. In particular, it’s difficult to adapt to change and transform go-to-market strategies by merely looking for solutions in marketing dashboards.
via Digital Polymath
“Today it seems like every single ad that we see, produced by any company anywhere has the same message: We are all in this together, blah, blah, blah. Consumers are so tired of these ads and “coronavirus emails from CEOs” their eyes are bleeding.”
“Companies that use thought leadership in their messaging effectively differentiate themselves in crowded markets – or with specific accounts – while maintaining a consistent story across form factors and channels.” – Discover how Purposeful Narratives will make your organization stand out from the competition.
“When we finally reemerge from the COVID-19 crisis, we are likely to find ourselves in a ‘next normal’ world. It is too early to tell what that will look like — what behaviors will stick, what attitudes will have shifted permanently, and what technologies will have firmly taken root in people’s lives.”
Market research and competitive insights, plus marketing analytics, now absorb more than 13 percent and 16 percent of marketing operations budgets, respectively. However, evidence from Gartner’s latest survey indicates investments are often mismatched with their output, presenting a significant risk to the ongoing investment.
via Digital Polymath
“83 percent of global CEOs said they look to marketing to be a major driver for most or all of a company’s growth agenda. Delivering on this promise requires a whole new way of operating. Marketing departments need to be rewired for speed, collaboration, and customer focus.”
“B2B marketers cling to structural strategies of the past: 36% organize around industry segments; 43% organize by channel-specific domain expertise such as email, advertising, or social. And behaviors and execution conform to structures, not the other way around.”