Strengthening Marketing as a Driver of Strategic Growth [Webcast]

  • Author(s) Julie Schwartz, Vincent Rousselet
  • Published June 6, 2019
  • 24 Pages
  • Category Marketing Operations
  • Type Member Research
  • 24 Pages
  • .PDF Format

Over the last few years, B2B marketing leaders have been reporting a continued expansion in the role of marketing. For many, the marketing team has now established itself as an indispensable driver of strategic growth.

In this briefing, Julie Schwartz, SVP, Research & Thought Leadership and Vincent Rousselet, Vice President, share key findings from recent ITSMA research on how the role of marketing has evolved from an internal agency to that of a strategic growth driver. The research was based on 22 telephone or face-to-face interviews with senior marketing executives from mostly large enterprise companies, including IBM, Panasonic, and Tata Communications.

Some discussion points include:

  • How marketers can gain a reputation for strategic impact
  • What hurdles get in the way of strategic growth and how to overcome them
  • Building strategic marketing skills
  • Prioritizing the Marketing ‘To-Do’ list to solidify the strategic impact of your team
  • How to measure long term value from marketing

The briefing also includes guest speakers Eric Peterson, Vice President of Health Care Operations Marketing, Optum, and Catherine Dutton, Vice President, Marketing, Atos, who share best practice industry examples and practical tips that marketers can use to position their team at the heart of their organization’s strategic success.

Lastly, you’ll learn the top five strategies that empowered marketers use to achieve their position as growth drivers.

View the webcast or download the presentation slides to learn more.

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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