what should your marketing team look like?
TRANSCRIPT
MarketingStrategy
The B2B Marketing Blueprint Research
Structure
ProcessTalent
Measurement
BusinessStrategy
Culture
70% of marketing teams have either restructured recently or will do so over the coming 12 months
Q: Are you considering a significant restructuring n your Marketing function? [n=100]
13%
37%33%
16%
1%
No - Fit for purpose
Recently restructured
Within next 12 months
Next 12-24 months
Next 24-36 months
Why Change?
Marketing Structure
Performance
Opportunities
Market Insights
InnovationEfficiencies
Customer Intimacy
Business Strategy
Demonstrating business value and influencing board decisions are the greatest challenges for B2B Marketing Leaders
Q: Below are various factors related to the internal management of marketing. How would you rate your marketing in each area.(positive scores shown only) [n=100]
38
46
57
59
64
65
79
0 20 40 60 80 100
Demonstrating value to the business in revenue terms
Influencing Board Decsisions based on marketing strategy
Developing new skills and competencies
Working collaboratively with Sales
Collaboration beyond marketing team
Adapting to a changing environment
Collaboration within marketing team
Creating a more Efficient Marketing Function: Influencing factors
Q: Now let's look at the goal of creating a more efficient marketing function in detail. How important would you say each of the following are if an organisation wants to achieve this? [n=100]
8.2 8.187.89 7.84
7.48
6.66
6
6.5
7
7.5
8
8.5
Digital Vision & Strategy
Skills Investments
Decision-making based on digital
insights
Overhauling Contact Data
Deploying Marketing Automation
Marketing Organisation Restructuring
Delivering a Better Customer Experience: Influencing factors
Q: Now let's look at the goal of delivering a better customer experience in detail. How important would you say each of the following are if an organisation wants to achieve this? [n=100]
8.62 8.52 8.48
8.147.85
7.21
6.63
6
6.5
7
7.5
8
8.5
9
Customer research & feedback
Integrate customer experience across all
touchpoints
Content Marketing strategy for more
relevant engagement
Prospect-centric content and communications
Marketing takes leadership of Customer Experience initiatives
Social media outreach for greater
reach/engagement
Team restructured around customer groups
Today’s Marketing Teams have deepest skills in Event Marketing
Q: How would you rate your team’s skills in the following areas? [n=100]
5.94
6.18
6.39
6.42
6.6
7.03
7.42
0 1 2 3 4 5 6 7 8
Financial Skills
Data & Analytics
Demand Generation
Marketing Technology/Operations
Digital Engagement
Marketing Strategy & Planning
Event Marketing
Event Marketing is the least important skill for reaching Marketing Leaders’ goals. Planning and Digital skills are critical
Q: How would you rate your team’s skills in the following areas? How important is each of these skills to reaching your marketing goals? [n=100]
7.42
5.94
6.42
6.18
6.6
6.39
7.03
6.87
7.05
7.8
8.25
8.32
8.4
8.69
0 1 2 3 4 5 6 7 8 9 10
Event Marketing
Financial Skills
Marketing Technology/Operations
Data & Analytics
Digital Engagement
Demand Generation
Marketing Strategy & Planning
Importance Now
T-Shaped Marketing Skills are only a starting point
• Marketing SkillsPLUS
• Leadership, Influence and Collaboration• Attitude and Resilience• Creativity & Innovation
The B2B Marketing Blueprint
MarketingStrategy
Structure
ProcessTalent
Measurement
BusinessStrategy
Culture
Take Aways• Don’t overcook the organisational design
– Collaborative operation is equally important
• Audit the skills within your team (including attitudinal)• Skills investment is an imperative to deliver your strategy
– Organisational competency– Individual employability
Thank You!