B2B marketers need to bridge the disconnect between senior management expectations and themselves, survey says
Business-to-business marketing executives need to step up their leadership skills within their companies in order to increase their influence and play key roles in driving sales, advises a survey by the ANA that also highlights a continued disconnect between marketing leaders and senior management.
“Our study shows that B2B marketers have much to offer, but that message is not getting through to the right people within their own organizations,” said ANA president and CEO Bob Liodice. “These marketers need to implement growth leadership initiatives, put forth a clear vision of their brands, and develop strategies to remove barriers.”
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Source: The Drum
