Insights – Explore our thoughts

Never miss Mavenfirst's thoughts for senior marketing executives in complex B2B industries. Subscribe now and get fresh thoughts in your email inbox.

WEBINAR | THU, MAR 5TH

From support function to business partner-webinar

WEBINAR | THU, MAR 5TH

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

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.

Join our webinar to get concrete tips to align on marketing expectations.

LISTEN NOW

Podcast: Morning Brew for Marketing Executives

Welcome to the podcast, where senior B2B marketing leaders from globally recognized brands in complex industries share their stories and experiences of what it’s like to be a marketing leader.

In the latest episodes, you'll hear more about leading marketing functions in companies like Valtra and Georg Fischer.

LISTEN NOW: MORNING BREW FOR MARKETING EXECUTIVES PODCAST

Working on marketing, not in marketing (time tracking template included) | Letter to CMOs in complex B2B vol 2, 2026

Too busy to improve. When working purely with you, my dear marketing leaders, one thing is clear: There are always more things you could do than you can do. And on top of that, a bunch of sudden changes or fires to put out that are seemingly out of your control.

Read the article —

Letter to CMOs in complex B2B vol 1, 2026: Change and uncertainty

Read the article —

Mavenfirst's Managing Director Jani Hovila

Why is cost of inaction often a better way to prove marketing impact than ROI and 9 other insights from the Executive Roundtable Stockholm

Read the article —

How can marketing leaders create accountability within their marketing department?

Read the article —

Balancing act between benefits and fears of strict processes in marketing

Read the article —

Strengthening your role as a marketing director in the management team

Read the article —

Mavenfirst's consultants helping marketing executive communicate marketing value

How we helped our IT professional services provider to improve marketing value communication

Read the insight case article —

Mavenfirsts consultant helping client to thrive in a management team

How to thrive in a management team? Key takeaways from the first Executive Roundtable of 2025

Read the article —

Mavenfirst's consultants helping our international client with a team in 9 countries

A new campaign planning process and playbooks driving success across multiregional marketing teams

Read the insight case article —

How should marketing executives lead AI change? Three key perspectives to note

Read the article —

Focus on these three key elements to take your marketing strategy to the big league

Read the article —

Mavenfirst's senior marketing consultant

Cracking the code of communicating total marketing value: why indirect value is the key

Read the article —

Marketing Executive, you don’t need to master AI. But you must lead it.

Read the article —

Zero-based budgeting and planning for CMOs: Key insights from September’s Executive Roundtable event

Read the article

How to make sure your marketing organization is on the journey towards profit center?

Read the article

Why is communicating the total marketing value of marketing so difficult?

Read the article

State of ABM and key takeaways for marketers for 2024 and beyond

Read the article

Building a world-class marketing team: six concrete operating models

Read the article

How Does Marketing Impact the Lead-to-Revenue Process?

Download the whitepaper

READ WITHOUT FORMS —

Watch the video and read more:

What would a more strategic role for your marketing function look like?

In this guide, we tackle four critical questions to rethink your function:

- Do you need a more strategic role for your function?
- What needs to happen to get to a more strategic role?
- How to evaluate if the change is needed?
- What would your more strategic function look like?

Watch the video that highlights three steps to a more strategic role.

webinar —

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

Register now —

webinar —

Main findings from 40+ Assessments & how these should define your 2026 plan

Watch now —

online event —

Building alignment in yearly planning – it's time to review your marketing strategy

Watch now —

online event —

Lead your marketing function with clarity and accountability, not just tactics

Watch now —

online event —

The big marketing organization debate – What shapes the way you should organize marketing?

Watch now —

online event —

Why every marketing function needs a vision for the future?

Watch now —

online event —

Year in review: Key insights, learnings and predictions for senior marketing executives in complex B2B industries

Watch now —

online event —

How senior marketing executives can improve value communication and empower their teams to do the same

Watch now —

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This newsletter is strictly for CMOs and marketing leaders in complex B2B. We know the reality you live in. Get the thought of the week in your email inbox.

We email only when we have something to say (about 1–2 times a month).

STUDY

B2B Buying Study 2023 (FIN)

Find out how B2B decision-makers are buying for over € 50,000 and what to focus on in marketing and sales. For the study, 70 business decision-makers from large Finnish companies with an annual turnover of more than €30 million were interviewed.

STUDY

Study on marketing in the complex sales environment (FIN)

This report describes the role of marketing in companies operating in a complex sales environment. The aim of the study is to support marketing leaders working in complex sales environments by providing insights into the current state of marketing.

Insights – Explore our thoughts

WEBINAR | THU, MAR 5TH

WEBINAR | THU, MAR 5TH

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

LISTEN NOW

LISTEN NOW

Podcast: Morning Brew for Marketing Executives

Articles and our thoughts —

Working on marketing, not in marketing (time tracking template included) | Letter to CMOs in complex B2B vol 2, 2026

Letter to CMOs in complex B2B vol 1, 2026: Change and uncertainty

Why is cost of inaction often a better way to prove marketing impact than ROI and 9 other insights from the Executive Roundtable Stockholm

How can marketing leaders create accountability within their marketing department?

Balancing act between benefits and fears of strict processes in marketing

Strengthening your role as a marketing director in the management team

How we helped our IT professional services provider to improve marketing value communication

How to thrive in a management team? Key takeaways from the first Executive Roundtable of 2025

A new campaign planning process and playbooks driving success across multiregional marketing teams

How should marketing executives lead AI change? Three key perspectives to note

Focus on these three key elements to take your marketing strategy to the big league

Cracking the code of communicating total marketing value: why indirect value is the key

Marketing Executive, you don’t need to master AI. But you must lead it.

Zero-based budgeting and planning for CMOs: Key insights from September’s Executive Roundtable event

How to make sure your marketing organization is on the journey towards profit center?

Why is communicating the total marketing value of marketing so difficult?

State of ABM and key takeaways for marketers for 2024 and beyond

Building a world-class marketing team: six concrete operating models

How Does Marketing Impact the Lead-to-Revenue Process?

Executive Guides —

Watch the video and read more:

What would a more strategic role for your marketing function look like?

What would a more strategic role for your marketing function look like?

Webinars and online events —

webinar —

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

Register now —

webinar —

Main findings from 40+ Assessments & how these should define your 2026 plan

Watch now —

online event —

Building alignment in yearly planning – it's time to review your marketing strategy

Watch now —

online event —

Lead your marketing function with clarity and accountability, not just tactics

Watch now —

online event —

The big marketing organization debate – What shapes the way you should organize marketing?

Watch now —

online event —

Why every marketing function needs a vision for the future?

Watch now —

online event —

Year in review: Key insights, learnings and predictions for senior marketing executives in complex B2B industries

Watch now —

online event —

How senior marketing executives can improve value communication and empower their teams to do the same

Watch now —

Get the thought of the week in your email

Fuel yourself with researched information

STUDY

STUDY

B2B Buying Study 2023 (FIN)

STUDY

STUDY

Study on marketing in the complex sales environment (FIN)