Budgets are on the rise for B2B services marketing in 2017 with companies reporting an average increase of 4.4% this year, according to ITSMA’s latest Marketing Budget and Trends study. The average increases mask important differences across organizations, however.
The pace of change in marketing is fast, but last year’s top posts still provide great insight for the challenges to come. In case you missed them, check out our top 10 below for essential data and guidance on many of our key issues for 2017.
The recent push to improve marketing agility at Dell Services highlights a number of essential lessons for marketers interested in following suit. As Mona Charif described at ITSMA’s recent Marketing Leadership Forum, Dell’s use of scrum for its “Problem Meet Solution” campaign supported faster time to market, improved customer engagement, and increased team satisfaction.