For Marketing & Advertising Professionals

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	April 13, 2005 Making B2B Marketing Work by Elana Anderson with Chris Charron, Josh Bernoff, Jennifer Joseph

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Executive Summary

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.

TABLE OF CONTENTS

• B2B Marketing Needs A Makeover
• Four Tenets Of Effective B2B Marketing

WHAT IT MEANS

• B2B Marketing Groups And Their Suppliers Must Evolve
• Supplemental Material
• Related Research Documents

This is an excerpt

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