Letter to CMOs in complex B2B vol 1, 2026: Change and uncertainty
Change and uncertainty. These are the words I'm reflecting on as I write our first newsletter to...
Why is cost of inaction often a better way to prove marketing impact than ROI and 9 other insights from the Executive Roundtable Stockholm
Based on our research and experience, only about 30 % of the total value is typically communicated....
How can marketing leaders create accountability within their marketing department?
As marketers, we know our impact is long-term, so why are we often trapped in short-term plans and...
Balancing act between benefits and fears of strict processes in marketing
Processes might feel boring. The word can evoke images of rigid hierarchies, endless checklists,...
Why is communicating the total marketing value of marketing so difficult?
In our first Executive Roundtable of 2024, senior marketing executives from complex B2B...
Insight case article: How we helped our IT professional services provider to improve marketing value communication
Our IT Professional Services client, with a marketing team of 10+, was struggling to communicate...
Strengthening your role as a marketing director in the management team
In many B2B companies, particularly in IT, professional services, and industrial sectors, marketing...
How to thrive in a management team? Key takeaways from the first Executive Roundtable of 2025
Our first Executive Roundtable of the year brought together 10 senior marketing executives for a...
Insight case article: A new campaign planning process and playbooks driving success across multiregional marketing teams
A typical challenge for large international companies with marketing functions that combine local...
How should marketing executives lead AI change? Three key perspectives to note
The rapid development of AI is reshaping the landscape of B2B marketing. At Mavenfirst’s recent ...