MARKETERS WERE ASKED WHAT THEIR PERCEIVED ROLE IS WITHIN THEIR ORGANIZATION

According to the B2B Marketing Effectiveness Barometer, the days of B2B marketing being the PowerPoint department are long gone.

The survey suggests times have changed for the better with the majority identifying marketing as providing a strategic function. Whereas only a small minority view marketing as a necessary cost center and 20% say it is perceived as primarily sales-support.

26% – Critical to long-term growth

20% – Primary as a sales-support function

16% – An engine room for growth

15% – A source of competitive advantage

13% – The voice of the customer

9% – A necessary cost center

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