The biggest factors restraining better marketing-finance alignment include metrics/goals and priorities/incentives.
Internal Collaboration Articles
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Improved B2B Marketing and Sales Alignment Bodes Well for Growth
B2B marketers and salespeople say their top priority to drive growth this year is to improve alignment.
Retail CMOs Say Digital Ads Are Effective at Reaching New Audiences, But Not at Educating Them
The most successful channel cited for reaching target audiences is Google, which 9 in 10 say meets or exceeds expectations.
Improving Conversion Rates Continues to be the Top B2B Revenue Marketing Priority
Other priorities include generating demand to acquire new customers and improving the ability to measure and analyze marketing impact.
Marketers Question MarTech’s ROI
7 in 10 acknowledge that their organizations at least sometimes approve investments in new technology solutions without a defined ROI plan.
Marketing Teams Are Not Heavily Involved in Corporate Responses to Inflation
A majority of marketers report that their function has little to no role in the decisions taken to counter the effects of rising costs.
How is the Role of the B2B CMO Changing?
B2B CMOs are taking greater responsibility for driving revenue and growth and are expected to demonstrate their impact on the bottom line.
B2B Marketers Outline Their Biggest Challenges
B2B marketers are having troubles identifying and targeting the right audiences for their marketing campaigns.
In Bid to Improve CX, B2B Marketers Look to Expand Their Retention Strategies
B2B marketers report being more focused on profitability than growth this year.
Marketers Look to Improve Their Content Personalization Efforts
Most marketers and creatives in the Tech and Consumer Goods industries will be maintaining or increasing their content spend.
4 Points About Marketing-Sales Alignment
While few marketers are very confident in their current sales and marketing model, many are getting involved in sales strategies and co-owning metrics.
Where is Intent Data Proving Useful in B2B Go-to-Market Strategies?
Intent data is said to be effectively solving critical go-to-market challenges.
How Do Journalists Feel About PR Pros?
Only about one-third consider company PR pros to be credible sources for their reporting.
How is Signal Loss Impacting Ad Spending Plans?
More than 3 in 4 ad buyers are adjusting their programmatic vs. direct strategies.
Brands Aren’t Just Targeting Young People with Influencers
Youth are still the predominant target for influencers, but as the industry matures, the target audience may be shifting.
How is the Role of the B2B CMO Changing?
B2B CMOs are taking greater responsibility for driving revenue and growth and are expected to demonstrate their impact on the bottom line.
B2B Marketers Outline Their Biggest Challenges
B2B marketers are having troubles identifying and targeting the right audiences for their marketing campaigns.
In Bid to Improve CX, B2B Marketers Look to Expand Their Retention Strategies
B2B marketers report being more focused on profitability than growth this year.