Executive Summary (This is a document excerpt)

Interviews with business-to-business (B2B) marketing executives reveal that the marketing organization is ineffective when it is siloed, tactical, and not accountable for results that tie to meaningful metrics. As one marketer said, "Marketing has a credibility problem. . . Marketers like to spend a lot of money, and they don't like to talk about ROI." The answer? A new approach that fosters a partnership with sales, centers on the customer, and is driven by deep quantitative understanding of the target audience. Transformation will also require firms to invest incrementally in a technology backbone that facilitates the marketing process, improves efficiency, and supports holistic measurement of marketing performance.

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