ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Generative artificial intelligence could facilitate over $1 trillion in additional productivity across sales and marketing functions.
Demand squads can help create agile cross-functional teams comprised of marketing, sales, and customer success personnel.
Although the distinctions between B2B and B2C CMOs are well-studied, even among B2B CMOs, area of focus vary.
Marketers should look deeper into several metrics to set their budgets, not just their peers’ spending.
To succeed in new product development, the role of operations should be emphasized.
In B2B markets, marketing and sales efforts are often misaligned, leading to losses in revenue and greater customer churn.
Although B2B marketing expenditures are expected to continue to grow over the next five years, the ways in which firms intend to spend their budgets vary significantly.
The three key components of a customer-obsessed growth engine are creating buyer value, aligning marketing, sales, and product teams, and leveraging technology.
A recent survey of B2B marketers revealed that both budgets and the use of AI are expected to grow in the coming years.
Although many firms desire complete knowledge of all of their customers, proficiency in marketing measurement distinguishes those who succeed.
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