How the Responsibilities of B2B Marketing Teams Are Changing

Senior B2B marketing executives have been asked to take responsibility for business results and prove ROI over the past few years. The report was based on data from a global survey conducted in August 2023.

Core responsibilities that have increased in importance for B2B marketing teams are taking responsibility for business results and customer acquisition. Specific responsibilities that have increased in importance are analytics and performance measurement, content development and distribution, and lead generation.

The biggest macro shifts in B2B marketing are the increasing importance of customer-centricity and the changing buyer profile.