Functional marketing silos have helped B2B organizations deepen their marketing capabilities but can become a barrier to speed and collaboration as companies seek to become more agile. The “crew” model is a way of orchestrating work through virtual team members to foster greater alignment and increase operational efficiencies. This agile approach enables greater focus and collaboration to accelerate execution and impact without requiring a formal reorganization effort.

The secret to recurring revenue marketing success is to reimagine marketing’s work through the lens of its interactions with five key stakeholder groups. Learn what those groups are and how to get started in this preview of a new report.

B2B organizations seeking to move toward a recurring revenue model often fall short of their aspirations, with growth either coming too slowly or sometimes not at all. Rather than taking time to assess and optimize the fitness of their end-to-end marketing operating model for a recurring revenue business, organizations often double down on existing approaches grounded in onetime revenue marketing practices. In this report, we identify what differentiates marketing in a recurring revenue business and offer guidance on how B2B companies should adapt their approach to drive stakeholder alignment, customer engagement, and business growth.

It’s not unusual for team members to have a general knowledge of the key activities required to succeed in any given task, function or project (e.g. a demand creation program launch, a project to improve business processes). However, this often isn’t enough. A lack of clear objectives, expectations and measures can be a trip hazard […]