From Support to Strategy: How Marketing Can Increase Its Value to the Business

Author:	Kerry Johnston
Published:	September 28, 2012
Ref. Number:	V0056
Pages:	7

Bev Burgess and Lynda Chambers of The Capiscum Group are well versed in the issues that marketing organizations are facing today. For their latest report, Building an Engine for Growth,* they interviewed 40 CEOs, managing directors, profit and loss (P&L) owners, and senior marketing directors to understand how marketing can be a stronger engine for growth in B2B service companies.

In this Viewpoint, Capsicum shares its findings from the research and provides guidance to marketers on how they need to adapt if they are to really deliver value to the business.

Some of the things marketing can do include:

Speaking the language of the business, aligning marketing metrics with business key performance indicators (KPIs), and showing the relationship between marketing activities and business results.
Engaging directly with clients to gain credibility based on their first-hand knowledge of clients’ wants, needs, and buying behavior.

Making sure that marketers who are doing strategic work, such as go-to-market planning, are just as visible across the business, if not more so, than the marketers doing tactical work such as event planning.

* ITSMA Members with online access can download the Capsicum report Building An Engine For Growth here.

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