Less than a third of B2B marketers say relationship with finance ‘most important’
The relationship with sales is deemed twice as important as with finance, according to new data.
Nurturing relationships with colleagues is critical, especially for marketing given its position at the intersection of many strands within business.
However, Marketing Week’s exclusive State of B2B Marketing research suggests B2B marketers might have a blindspot when it comes to forging tight bonds with the finance team.
Under a third (30.7%) of the 600 B2B marketers surveyed say the CFO/finance director is their most important relationship within the organisation.
However, almost double (59.4%) the number of respondents say the chief sales officer/head of sales is their most important relationship, followed closely by the CEO (57%).
