Marketers are your new sales team...(well sort of!). B2B Marketing is a key weapon in driving small business growth.
With B2B buyers going online in droves, buyers aren't engaging with vendors' sales teams until around 70% of the way through the purchase process according to an array of well respected research firms such as Forrester, and the Corporate Executive Board. This means marketing has a vastly increased responsibility for influencing the buyer and a much greater direct responsibility than ever before in generating revenue for your business.
The problem is marketers struggle with this new found responsibility. A poorly performing marketing function hits your business where it hurts...lower sales and higher cost of customer acquisition. Ouch!