I just finished a short paper on how B2B marketing has put itself in the position of being responsible for just about everything marketing and sales related.
Here is an excerpt from:
"How B2B Marketing Became Responsible for EVERYTHING (and how to reverse it)"
"B2B Marketers are killing themselves trying to make everyone happy. The CEO needs revenue. The sales team needs qualified leads. The customers need information. Everyone is looking at marketing to make it happen. If you're a B2B marketer, you may feel like the success or failure of your company rests entirely on your shoulders.
So, how did B2B Marketing become responsible for EVERYTHING? Was it self-inflicted or driven by outside forces?
This paper attempts to answer those questions by examining the evolution of modern marketing that has brought us to this point. Nothing happened overnight but here we are, feeling like we need to do more when in fact the solution may be doing less and spreading the responsibility. First, some background..."
Download the paper with no restrictions (or pesky forms) here.
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