Summit US Sessions MES_Beyond the Lead The True Value of Marketing

Defining the Full Potential of the B-to-B Marketing Function

Wednesday May 8, 2019 | 2:35 PM - 3:15 PM

Speaker(s):  Craig Moore, Erin Provey

Focus: Adopt

Priorities: Marketing Value

In too many b-to-b organizations, the perception of marketing is limited, outdated or flat-out wrong. B-to-b marketing has radically transformed over the past decade, and marketing leaders need to redefine and reposition the potential of the marketing function to bring value to the business. Not only is this critical for opening the eyes of the board and peers on the executive leadership team, but it’s also paramount to helping the functions within marketing understand how their contributions deliver value to internal and external audiences and support the business in its growth objectives. SiriusDecisions is excited to unveil a new model developed to support marketing leaders in the articulation and visualization of the full potential of a b-to-b marketing function. This presentation will provide the following benefits:

For marketing:

  • Learn a new way of understanding the full potential of a b-to-b marketing organization
  • See the entire spectrum of the jobs of marketing that deliver value to the business
  • Understand how marketing’s value varies across different kinds of companies