B2B marketing is on a path of transformation, and having a firm grasp on metrics, the imperative to move quickly and the needs of stakeholders—both internal and external—is driving success.
Top executives from four B2B manufacturing and high-tech companies convened at ANA’s Masters of B2B last week in Chicago to discuss how the role of marketing was evolving in their organizations.
“Marketing is no longer just the do-er of things” like ordering brochures and cake pops, said Lisa Cole, CMO of Huron. “Now, we have a strategic seat at the table.”
