Marketing Talent: New Skills for Changing Priorities Talent: New Skills for ... B2B Marketing is...

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Marketing Talent: New Skills for

Changing Priorities

AbbreviatedSummaryMarch 2015

Nicole FranceSenior Editor

ITSMA


Abbreviated SummaryB2B Marketing is evolving to focus on relationships—at all stages of the buying cycle

This abbreviated summary highlights some of the most significant findings of ITSMA’s 2015 Marketing Talent Survey. A more in-depth analysis can be found in the full report. http://www.itsma.com/research/marketing-talent-new-skills-changing-priorities/ Source: ITSMA Survey: Marketing Talent, November 2014

SVP marketing at a transportation IT company

We are at a watershed in terms of how we do marketing to be

more effective.

Let’s press

The impact is massive. I haven’t seen anything like

this in the CFO, CIO, COO, or even CEO roles. There’s no other job that’s

changed so much.

CMO at a BPO company

Shifts in buyer behavior and emerging technologies are shaping tomorrow’s marketing function

More people making decisions

Keeping up with trends

Doing their research online

Expecting a personalized experience

Making ethical & sustainable decisions

‘Always on’ information as a service

Social media collaboration

Marketing automation & B2I

Location-based services

Big, fast data

Predictive analytics

TechnologyBuyers

http://www.itsma.com/research/marketing-talent-new-skills-changing-priorities/


Changing circumstances mean new priorities for B2B marketing organizations

Changing circumstances mean new priorities for B2B marketing organizations

What are the main responsibilities of marketing in your organization today? What do you think they will be within two years? % of Respondents (N~121)

Source: ITSMA Survey: Marketing Talent, November 2014

Today

90

85

85

82

82

T o p F i v e M a r k e t i n g R e s p o n s i b i l i t i e s

Brand and positioning

Lead generation

Brand communications

Thought leadership

Demand generation

In Two Years

85

76

75

74

73

Understanding buyers

Marketing technology tools

Market and competitor analysis

Thought leadership

Lead generation

B2B marketers anticipate new areas of responsibility as they de-emphasize others

Greatest Change from Now and In Two Years

Increasing

l Client collaboration

programs

l Customer experience

l Client satisfaction

l Customer engagement

and loyalty

l Account Based

Marketing

l Sales and delivery

strategy

Decreasing

l Brand

communications

l Public relations

l Internal

communications

l Brand and

positioningEverybody in marketing has to understand the voice of the customer. They have to be in the field, spend time with sales

reps, learn the stories and messages we're telling...

CMO at a global software company


Marketing has three key levers for change

Organization structure

Use of external agencies

The Buy-Hire-Train balance


Hub and spoke organizational models with centers of excellence make skills available globally

Complete Control

Complete Freedom

Best of Both Worlds

CentralizedHub & Spoke Shared services Centers of Expertise

Decentralized


15

9

48

56

34

33

4

3

Today

In TwoYears

Decentralized Hub & Spoke Centralized Other

Which of the following organization model structures best describes your marketing function today? How do you anticipate it will look in two years? % of Respondents (N~120)

New centers of excellence are emerging as others lose importance

Two 'new' CoEs are set to become commonplace


Creative design

Writing

Public relations

Content creation

Campaign development

For what do you currently use outside agencies? What do you anticipate using agencies for two years from now? % of Respondents (N~102)

Using agencies is standard practice for 94% of marketing organizations

86

77

71

71

60

77

62

62

64

59

Today

In TwoYears

Biggest areas of change

Analytics +17%

Account Based Marketing +14%

Executive engagement +11%

Storytelling +10%

Writing -15%

Top Five Uses of Agencies Today and in Two Years



Marketing organizations tend to use different strategies depending on the skills they need

Buy

Train

HireSubject Matter

Expertise

Thought Leadership

Research & Intelligence

Data Analytics

Core Marketing

Website

CRM

Demand Generation

Marketing Automation

ABM

Social Media

Buyer Personas

Storytelling

Digital User Experience

Sales Enablement

Partner Marketing

Digital

Creative

Content Packaging

Writing & ContentCreation

Public Relations



Career development: we’re missing

a trick50% do not

have a defined career path or

development plan

44% say rotations

within marketing are extremely rare



It’s time to think differently about B2B marketing

For Your Function1. Think relationships and engagement:

build a marketing organization that can create and maintain strong relationships with buyers

2. Plan the centers of excellence that will underpin your new marketing focus

3. Use agencies and contractors as your extended team as you access new skills

4. Build business people by taking marketing career development seriously

5. Use marketing technology to track your impact and provide evidence for your marketing transformation

For Your Career1. Think about spending more time out

with customers

2. Get comfortable with marketing technology

3. Understand how to work with sales and delivery to create your customer’s experience

4. Become a great storyteller

5. Think about a rotation out of marketing



Study MethodologyWeb-based Survey

Survey invitations were emailed during November 2014 to ITSMA member and select non-member companies

125 Marketers, sales, and other executives

ITSMA Analyzed the Data Two Ways

MarketingEffectiveness

• High Achievers• Unexceptionals

Company Type• Products and Services• Primarily Services


Qualitative Interviews

Participating Companies (partial list) Amdocs

aPriori

Arqiva

Avanade

Avaya

Black & Veatch

Blue Creek Marketing

BT

Capgemini

CDW

Cedexis

CGI

Ciena

Cincom

Cisco

Cognizant

Comtrade

ConcentrixCorporation

CSC

Dell

Deloitte

EMC

Equinix

Esko

EY

Fathom

FIS

Fujitsu

Genpact

HDS

Heller Search Associates

HP

IBM

iGATE

Intelliware

JDA

Jigsaw24

Juniper Networks

KPMG LLP

Laserfiche

Microsoft

MomentFeed

NetApp

Optum

Oracle

Pearson

Pitney Bowes

PwC

Quinnox

Rolta

Salesforce

SAP

SBS Group

Schneider Electric

Sherman

SITA

Streamwire

Summa

Symantec

TCS

The ANTARA Group

TRIMAX IT Infrastructure & Services Limited

Unisys

Verizon

VMware

Vodafone

Windstream

Wipro

Xerox

12


6%

60%

34%

93%

93 5

2

25

11

45

Less than$50M

$50–99M

$100–499M

$500–999M

$1–4.9B

$5–9.9B

$10Bor more

Respondent DemographicsHow would you describe your company’s services offerings?

% of Respondents (N=1251)Source: ITSMA Survey: Marketing Talent, November 2014

Which range best describes your company's revenue in the latest financial year?

How would you describe your company’s primary business?

What is your job function?

Which of the following best describes your organization's industry?

84%16%

100% B2B (Business-to-

Business)

Both B2B and B2C

(Business- to-Consumer)

Both products and

services

Primarily products (10% or less revenue

from services)

Primarily services (10% or less revenue

from products)

Marketing

Other | 5%

Sales | 2%

23

19

18

17

10

1021 Other

Other technology hardware systems andsolutions

Outsourcing (technology/business process)

Business services

Software solutions

Computer systems and solutions

IT professional services/consulting

Telecommunications and networksystems/solutions


Slide

Executive Summary 3

Methodology and Respondent Demographics 29

Detailed Findings 39

Changes in Marketing Priorities and Organizations 39

Accessing Key Skills 48

Marketing Background and Career Development 56

Crosstabs: Marketing Effectiveness 62

Crosstabs: Type of Company 88

Appendix: Definitions Used in this Survey 117

For More InformationNicole FranceSenior EditorITSMA [email protected]+1-781-862-8500

Want to learn more? Here’s what is included in the full study

http://www.itsma.com/

http://www.itsma.com/

mailto:[email protected]?subject=Marketing%20Talent%20Survey





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