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ITSMA’s 2020 State of the Profession Address

February 4 @ 6:00 am - 7:00 am EST

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Note the new date! This webcast is offered at two different times. Click here for February 5 at 11:00 am ET.

As marketing continues on its transformation journey, we see that increasingly marketing is being recognized for its impact on revenue growth and value to the business. Marketing’s influence is on the rise and it’s more than influence on pipeline and revenue. Marketing is on the path to become a strategic growth driver, forging new relationships, collaborating across traditional silos, and helping their companies to become more customer centric.

ITSMA’s 2020 State of the Profession briefing provides critical data and insight on the rise of marketing influence as a leading trend for B2B marketers this year. The briefing, led by ITSMA’s Dave Munn and Julie Schwartz, highlights the growing investments that leading B2B marketers are making to play a more strategic role and contribute to growth. The data shows how the scope of B2B marketing responsibilities continues to expand with a greater role in strategy and execution, as well as continued emphasis on strengthening relationships through engagement and advocacy.

In addition, the briefing provides a broader look at key findings from ITSMA’s 2020 Marketing Budgets and Trends Survey. Using the findings from the study, Dave and Julie will explore such issues as:

  • Marketers’ top priorities for 2020 and how these have changed in recent years
  • Marketing budget growth and allocation changes
  • The changes in marketing’s scope and responsibility
  • The balance of digital and offline marketing tactics
  • How real is AI and Machine Learning in B2B Marketing now and in two years
  • The increase in executive relationship programs and activities
  • The continued rise and expansion of account-based marketing
  • Marketing skills in greatest demand

Along with data from our recent research, the briefing provides marketing leadership examples from companies including LTI, Vodafone, HCL, Microsoft, and Tata Communications.

This webcast is complimentary for ITSMA member companies and $195 for non-members.


David C. Munn

President and CEO, [email protected]

Dave is a well-recognized thought leader in B2B services and solutions marketing. For more than 20 years, he has led the way in defining, documenting, and inspiring excellence with the ITSMA global community. Dave oversees all ITSMA strategy, partnerships, and international operations, and guides the ITSMA team in delivering a broad suite of research, education, advisory, and community services to help member companies improve marketing, sales, and business results.

Full bio

Julie Schwartz

Senior Vice President, Research & Thought Leadership, [email protected]

Julie has originated and manages ITSMA research including benchmarks, models, frameworks, and assessments on a wide range of subjects such as Thought Leadership, Account Based Marketing, Customer Engagement, Marketing Performance, Marketing Technology, Sales Enablement, Brand Positioning, and Customer Loyalty to name a few. She also pioneered ITSMA’s widely regarded annual study, How Buyers Consume Information.

Full bio

General Information

ITSMA Webcasts provide research-based insight, best practice examples, and new approaches to address a wide range of strategic challenges in marketing B2B services and solutions. Join the conversation during live presentations, or view replays on-demand from the ITSMA Research Library.

Interested in learning more about the topics we cover? Send us a note at [email protected] or with our Contact Form.


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