James Thomas says, “Each year, the marketing community confronts a few dominant themes. A couple of years ago, predictive analytics was all the rage. If you ask any B2B marketer what trends dominated in 2016, you’d likely hear “ABM,” “one-to-one relationships,” or “managing the customer journey”; marketers were investing more in an end-to-end experience, from awareness to advocacy.

However, if you were to ask any of those marketers to put aside trends and instead identify what their continual focus has been, year after year, you would hear, overwhelmingly, “revenue.”

The truth is, when a CMO is preparing for the year ahead, the latest tactical trend isn’t nearly as important as continually focusing on how best to optimize Marketing’s contribution to revenue and business goals.

After all, regardless of the tactics they employ, CMOs are measured on their ability to drive growth for their company”.

Five Ways B2B Marketing Will Change in 2017: All Roads Lead to Marketing Performance Management

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