B2B Marketing’s Changing Role, August 2013 [CHART]

Chart - B2B Marketing’s Changing Role

Almost all B2B marketing leaders agree that marketing must do things that it hasn’t dont ever before to be successful, finds Forrester Research in recent study conducted in partnership with the Business Marketing Association. Along with their expanding responsibilities, 78% say the marketing organization’s influence on corporate strategy is much greater, and 56% agree that they’re spending more time in front of the board of directors. Interestingly, CMOs express great confidence in their ability to handle what amounts to a rapidly changing environment.

In fact, 8 in 10 agree that they feel more secure about their grasp of the skills needed to be successful in marketing, even as the skills required to be a modern B2B marketer change have evolved.

Similarly, while 89% of respondents agree that marketing is asked to take on new responsibilities without change in budget or resources, significantly fewer (63%) report difficulties keeping up with the changes in marketing technology and practices, and only about one-third say they feel overwhelmed by the speed at which things are changing in their business. Still, 7 in 10 concede that annual planning is challenging because the pace of change is much faster. Read the rest at MarketingCharts.

B2B CMOs Say Marketing’s Role is Expanding Quickly