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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