B2B Leaders 2013: Marketing from the top

B2B Leaders 2013: B2B Marketing's annual B2B Leaders report reveals that, despite a widespread acceptance of the importance of branding and marketing, it's still tough at the top. B2B Leaders are facing challenges ranging from showing ROI and securing internal buy-in, through to dealing with skills shortages and personal development. Marketing from the top How often can 6% All of the time B2B leaders calculate ROI? 29% Most of the time 23% About half the time 25% Some of the time 17% Rarely or not at all ROI and 93% Say lack of ROI makes it difficult to justify future investment investment justification 24% Say lack of ROI makes it difficult to choose future activity focuses Skills gaps 79% Reported noticeable skills gaps in the teams they manage Main skills gaps 2. 3. Digital marketing techniques 1. Data Customer insight Barriers to plugging teams' skills gaps 1. Budget 3. Lack of time 2. Lack of suitable sources of training Marketing leaders' main strengths 3. Budgeting/spend management Inter-departmental co-operation Developing marketing strategy 2. Marketing leaders' main weaknesses 2. 1. Upward management 3. Management of individuals Maximising team performance IN ASSOCIATION WITH B2B Leaders Circleresearch Find out more at www.b2bmarketing.net/b2bleaders FRESH PERSPECTIVE ROI SKILLS | STRENGTHS & WEAKNESSES