ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
To more effectively measure marketing’s impact, B2B organizations must be aware of five key insights.
Marketers should look deeper into several metrics to set their budgets, not just their peers’ spending.
Although a strong partnership between the CEO and the CMO can drive growth, there are three key sources of friction that organizations must first overcome.
A recent survey of B2B marketers revealed that both budgets and the use of AI are expected to grow in the coming years.
As marketing departments are shrinking and CMO tenures are getting shorter, marketers are increasingly relying on temporary marketing organizations to meets objectives with immediate impacts. However, temporary marketing organizations’ outcomes exhibit high variance. Thus, Hadida et al. (2019) propose a conceptual framework to guide firms in determination of the most appropriate selection and enforcement mechanisms depending on the form of temporary marketing organization.
The CMO Survey is a tool to collect and disseminate the opinions of top marketers on a variety of topics. This Special Edition, published in June, focuses on understanding the impact of the Covid-19 pandemic on marketing in companies, including marketing spending, performance, jobs, and expectations for the next year. The added value of the CMO Survey is the longitudinal nature of the research, which allows tracking of opinions, evaluations, and expectations over time. Especially facing a pandemic, the ‘breaks’ in the trends are notable.
In this Issue (July 2016):
– Feature: The Chief Marketing Officer Matters! Even in B2B Firms… (Frank Germann)
– From the Membership: Big Talk: The Stakeholder Value Chain 2016 Spring Member’s Meeting (Suzanne Lavin)
– Venkatesan and Kumar win Inaugural ISBM-David T. Wilson-Sheth Foundation Award for Long Term Impact in B2B Marketing
– IPSS Update: Fall Lineup (Hari Sridhar)
– B2B PhD Camp for Research and Academic Conference…Still Time to Register
– B2B Academic Conference Session Preview
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