Marketoonist on marketing’s handover to sales
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
Is 100% alignment between B2B sales and marketing teams truly possible?
Matthew ValentineThere’s many reasons why greater alignment between the sales and marketing team can improve business outcomes. But how far should these go? And how can B2B marketers find the right balance?
Most CMOs lack confidence in their sales and marketing model, study finds
Matthew ValentineThe majority of sales and marketing organisations have failed to adapt fast enough as the digital landscape evolves, the report by the CMO Council finds.
Marketoonist on ‘spray and pray’ marketing and sales
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
B2B skills gaps and John Lewis’s U-turn: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From new research revealing the key skills B2B marketers feel they are lacking to John Lewis reviving its ‘Never Knowingly Undersold’ price promise, it’s been a busy week. Here is my take.
Brand has ‘never been more important in B2B marketing’, research reveals
Hannah RashbassDentsu research into B2B buyers finds that brand building is becoming increasingly crucial to win contracts in the B2B world.
It’s time for marketers to speak the language of finance, not the other way round
Martin DebooMarketing and finance are often portrayed as adversaries, but having worked in both agencies and as an investment analyst, Martin Deboo argues marketers are misguided in how they attempt to build understanding with finance.
UK watchdog accuses Google of abusing dominance in sector to gain unfair advantage
Grace GollaschAn investigation by the CMA has provisionally found that Google’s market dominance and “self-preference” could harm thousands of UK publishers and advertisers.