Summary
B2B marketing leaders anticipate higher budgets over the next 12 months, despite the uncertainties of global political unrest and macroeconomic instability. This planning guide helps B2B marketing executives deploy their projected incremental budget to evolve marketing from a legacy of brand stewards, lead generation machines, and sales supporters to fulfill a broader purpose as the mastermind of growth. We recommend investing in initiatives, skills, and technologies that will position marketing to lead the B2B customer-obsessed growth engine, divesting from efforts that diffuse its focus and impact, and targeted experimentation that develops new short- and long-term growth capacities.
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