Is Your B2B Marketing Department Tapping the Right Talent?

October 1, 2014

Executive Summary

No longer outposts serving in a supporting role, today's top-notch B2B marketing departments interact with customers, collaborate with colleagues and advise leaders in a brand new way. Rapidly evolving technologies have altered the way business is done and demand new skillsets. Meantime, another seismic shift is afoot: vast demographic changes are altering the supply and make-up of available talent.

The shifts in the technological and demographic landscapes can offer more promise than peril to marketing departments with the agility — the optimal talent mix — to meet the challenge.

So, what are the specific talent challenges B2B marketing departments must hurdle to fulfill their expanding roles?

(Please visit our "Also See" section to the right for the full PDF of the Research Report.)


"Is Your B2B Marketing Department Tapping the Right Talent?." Frank Mulhern, PhD, Northwestern University. BMA, 2014.

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