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.