Driving marketing excellence
Marketing has changed more in the last 10 years than in the previous 30 years, but the marketing organizations and processes have changed very little. The old way of briefing campaigns to a creative agency cannot work in the digital world with multiple channels and capabilities that should be working closely together to be effective.
Marketers are looking for more efficient ways to deliver marketing communications
Marketers are therefore re-evaluating their current marketing activities and processes and the role of their marketing partners. Marketers need to decide what capabilities to have in-house and which to acquire from a partner. Research confirm that marketing organizations have an important role when striving for marketing excellence is directly linked to company performance. Several studies support the view that strong marketing functions improve company value. B2B companies’ expectations on marketers are rising and the role of marketing is growing. But the transformation of B2B marketing is slow and the process varies between companies.