Best Practice Report

Building An Integrated B2B Communications Function

January 1st, 2018

Summary

In many B2B companies, communications is an isolated function, focusing primarily on corporate brand, executive communications, and corporate advertising. Some communications teams also have been slow to adapt to the digital and social media transformation that has taken place elsewhere in marketing. Communications leaders must transform legacy structures to create a fully integrated function that drives measurable business value in concert with marketing, product, and sales. In this report, we present an organizational concept that facilitates the evolution of communications from an unwieldy collection of disparate groups into an integrated force for driving measurable business value.

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