Contents

Contents:

Section 1 Foreword

Section 2 The board must buy in to long-term value drivers

Section 3 Marketing’s contribution to revenue: What works, what doesn’t and what’s changing

3.1. What the board really cares about
3.2. The limitations of reporting KPIs
3.3. Reframing the focus at board level

Section 4 Integrating everything: Strengthening internal and external relationships

4.1. Increasing the emphasis on brand marketing
4.2. Embedding marketing into every function
4.3. Unifying CX throughout the journey
4.4. Establishing a chief revenue officer

Section 5 Strategies for accelerating change

5.1. The rise of the brand publisher
5.2. The industrialisation of ABM
5.3. The expansion of data analysis and marketing operations

Section 6 Conclusion

Section 7 About us

We would like to thank the following individuals who generously gave their time to help build this report:

Gursaran Marjara, CMO, Access Group
Cat Dutton, deputy CMO, Atos
Julie Knight-Ludvigson, CMO, Unit4
Kyle Flaherty, vice president, marketing, Cybereason

Each individual was interviewed for the B2B Marketing Podcast, so if you’d like to listen to their full interview, look out for them in the coming weeks on our podcast page here!