INTRODUCTIONThe modern marketing leader

How leaders find opportunity in complex, uncertain times

How can your company bring in agility and innovation?

B2B marketing leaders are at a crossroads, and the economy is changing.

Marketing is more important and valued than ever as a key revenue driver and source of rich buyer and customer insights.

Brand growth has taken center stage as companies realize the importance of standing out in a crowded marketplace to drive pipeline, customer loyalty, and employee engagement.

But with great power, as they say, comes great responsibility. The modern marketing leader now has to be a cross-functional builder, analyst, innovator, collaborator, and coach.

Add in the complexity of operations, technology, data, and buyer expectations, and the changing economy that forecasts tightening budgets and hiring freezes, and there is good reason to feel overwhelmed from time to time.

So how can you build, adapt, and grow a winning brand, despite the obstacles? Let's explore →

Leadership direction for marketing teams is more vital than ever

6.4%

of 2022 business budgets are allocated to marketing efforts

77.2%

of marketing budgets go towards digital channels only

72%

of CMOs increased innovation spending forecasts in 2021

Source: Gartner’s Annual CMO Spend Survey Results, 'The State of Marketing Budgets 2021'

The modern marketing leader now has to be a cross-functional builder, analyst, innovator, collaborator, and coach.

In this guide, we will cover some of the most important developments in agile and innovative processes that help to empower teams and grow a winning brand.By looking at recent trends and developments in accessibility, security, and privacy, we can understand how buyer expectations and compliance demands are changing.We will explore how building a foundational understanding of attention and mindshare drives key business outcomes.And we will look at examples of how agile working and digital transformation can help to eliminate the most common marketing barriers to give your company speed and scale.Four key areas of focus to drive speedy results:

Increasing attention

Improving buyer experience

Gaining actionable insights

Empowering agile teams

Before we dive in ...

What are your biggest challenges as a leader?

Standing out online
Control over customer experience
Building predictable pipeline
Measuring accurate ROI
Limited time and resources
Breaking down operations silos