Enabling Strategic Growth Through Data-driven and Insight-led Marketing–ITSMA’s 2020 State of the Profession Address [Webcast]

  • Author(s) Dave Munn, Julie Schwartz
  • Published February 5, 2020
  • 33 Pages
  • Category Strategy & Planning, Content & Communications, Engagement & Advocacy, Marketing Operations, Sales & Field Enablement
  • Type Member Research
  • 33 Pages
  • .PDF Format

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 document is available at no charge to employees of an ITSMA member company. It’s also available for sale to non-members.
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