The B2B Agenda: The Current State of B2B Marketing and a Look Ahead

► Corporate expectations from marketing are increasing and the stakes are getting higher. ► Global markets have created unprecedented challenges for B2B marketers. ► Technology’s disruptive power could make certain B2B marketing practices obsolete. ► The biggest challenges to marketing are company-wide, requiring stronger interfaces with other functions. ► Marketing must engage more deeply with customers and demonstrate its contribution to business performance.