ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
There is a tremendous gap between C-suite perceptions of sales and marketing alignment and that of professionals across both functions.
Generative artificial intelligence could facilitate over $1 trillion in additional productivity across sales and marketing functions.
Companies continue to increase the number of ways they use genAI to personalize buyer experiences.
By 2025, 80% of B2B sales transactions may take place online, with many buyers preferring to take their own circuitous routes when making purchases.
The B2B SaaS sector is predicted to continue growing, with human resources being the top growth segment.
Demand squads can help create agile cross-functional teams comprised of marketing, sales, and customer success personnel.
B2B e-commerce reached $23.4 trillion in global sales last year.
Firms can evaluate the state of their B2B relationships by measuring customer health.
Over 60% of organizations report plans to increase technology spending in 2024.
Although investments in systematic marketing increase firm valuation for early stage B2B start-ups, recent research finds that fewer than half choose to invest in it.
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