EMPOWERING GROWTH
THROUGH B2B CAPABILITIES INTEGRATION
A FIVE-STEP PLAN
| The mounting pressure of ever-expanding day-to-day responsibilities. | |
| The pressure of competition feeds inertia and failure to innovate. | |
| Executives with budget and financial control are disengaged from day-to-day realities. | |
| Hierarchies and silos are outdated but remain locked into organizational systems. |
| Subject matter expertise and market intelligence are difficult to access. | |
| Trust is eroding. | |
| Experience is no longer a proxy for knowledge. | |
| Knowledge is no longer a pre-qualification for responsibility. |
1 | REPLACE ORGANIZATIONAL SILOS WITH ICOS — INTEGRATED COLLABORATIVE ORGANIZATIONS — FOR GREATER EFFICIENCY AND COMPETITIVE EFFECTIVENESS Although transforming from siloed hierarchies to horizontal collaboration is difficult, silos are an obsolete model originally designed to foster independent thinking and budget control. As industry walls crumble and integrated partnerships become the norm, siloed organizations operating with legacy models cannot compete effectively with agile, collaborative ones. When silos are replaced by integrated models, organizations gain greater agility and cost efficiencies. | ||||||
2 | ZERO-BASE B2B MARKETING INVESTMENTS Legacy B2B solutions have declined in effectiveness and scale. Update B2B solutions and zero-base legacy trade advertising and conference sponsorships. With technology driving change in consumer and corporate behavior, it’s essential to assess B2B marketing investments and reallocate budgets to gain proprietary business intelligence, target integrated business partnerships, fill knowledge gaps, and proactively address obstacles to growth. Journalistic standards and B2B priorities require updating. | ||||||
3 | INVEST IN SOLUTIONS-BASED B2B EDUCATION Integration of capabilities across B2B marketing disciplines improves organizational efficiency and agility. Resources can be allocated and integrated quickly across the organization to respond most effectively to opportunities without the complications of politics, budgetary self-interest, organizational inertia and relationship restrictions. Strategies need to be rebuilt around digital, experience and purpose marketing with defined KPIs. | ||||||
4 | ATTRACT, RETAIN AND EMPOWER “NEW MAJORITY” TALENT BY ACTIVATING PROVEN INITIATIVES As difficult as it may seem, the problem of hiring and retaining “new majority” talent is solvable when you learn and follow best practices. Talent development requires integration across experiences, facilitated collaboration, and application of proven practices for diversity, equality and inclusion across teams. | ||||||
5 | EFFECTIVELY INTEGRATE MARKET INTELLIGENCE AND MEETING PREPARATION TOOLS Education and talent development must be your highest priorities. Growth requires investments in and resources dedicated to:
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