Summary
Historically, marketers in B2B companies have had less strategic influence than their compatriots in sales and product (e.g., engineering and manufacturing) roles. But in 2018, forces that have been roiling for the past several years will coalesce to spark a B2B marketing renaissance. This report highlights the specific changes that B2B marketers will make — and experience — in 2018 when their new destiny as steward of the customer relationship unfolds.
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