Watch now: From support function to business partner: how to redefine marketing’s role to match business needs

Does your organization actually agree on what marketing is for? In many B2B companies, business stakeholders don’t know what to expect from marketing.

As a CMO, it is difficult to lead a function where expectations from business stakeholders are unaligned. This lack of alignment is often the root cause of the most common challenges, from budget and resource struggles to communicating the total value of marketing.

Watch now and listen to how to change the lens through which your stakeholders see the role of marketing.

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CASE STUDY

Case From ‘event organizer’ to ‘business partner’ in a global industrial company

CASE STUDY

Moving from event organizer to business driver in a global industrial company

While the business saw marketing as important, its real value was unclear to stakeholders and the team alike. The team operated with defined targets, but these goals often lacked a direct link to broader business outcomes.

For the VP of Marketing, a daily life was filled with back-to-back meetings and constant firefighting.

To change this, the team used The Mavenfirst Marketing Function Business Plan™ to establish a clear direction and a structured framework for their operations.

READ THE FULL CASE (PDF)

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Follow Jani on LinkedIn

Meet the speaker on LinkedIn

Jani helps senior marketing executives with their challenges and ambitious goals. He has over a decade of experience working with marketing professionals in complex B2B.

Let's connect on LinkedIn.