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B2B

Marketing Strategies

Study Reveals How B2B Marketers Can Drive Standard Operating Innovation

ATLANTA, Feb. 27, 2015 –A new study, “The Pursuit of Standard Operating Innovation,” was released today and examines how marketing innovation drives real value for companies by impacting every part of the enterprise. Conducted in the fourth quarter of 2014, the survey was administered to B2B marketers at a “manager” level or above with an average company revenue of more than $250M. More than 320 valid responses were collected and analyzed in an effort to understand the role marketers should…

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Marketing Strategies

A Reinvention of B2B Marketing: The Impact of Partnership on Enterprise Growth

Large B2B marketing organizations are evolving to address market challenges, competitive threats and changing consumer behavior. This study examines the status of Marketing’s reinvention and finds a surprisingly uneven commitment to creating real change. Executive Summary Business-to-Business (B2B) companies recognize that an evolution in marketing is necessary to adapt to today’s external forces. This study, jointly conducted by Sparks Grove and Econsultancy, identifies four distinct types of B2B companies. The four types are defined by Marketing’s functional responsibilities and Marketing’s relationship with Sales. Within this continuum we see the Sales…

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