Doing more with less and ’embracing’ tension with sales: B2B marketers on navigating key challenges
From warming up finance and making marketing’s relationship with sales better to how to approach doing more with less, here’s what B2B marketing leaders think.
By Molly Innes
B2B marketers are in a tight spot. From internal battles and budget cuts to doing more with less, Marketing Week’s State of B2B Marketing research paints a painful picture.
There are, however, green shoots to be found in repositioning challenges and working around problems. This is made clear by Jon Lombardo, cofounder of AI startup Evidenza and former director at LinkedIn’s B2B Institute, and Mary-Anne Russell, fractional CMO and B2B marketing leader.
