Bettering advertising and marketing influence: Misaligned advertising and marketing targets and enterprise targets reveals the necessity for a brand new strategy


Not like within the siloed days of selling yore, success right now requires a holistic strategy that integrates the wants of different enterprise segments and aligns with the bigger targets of the corporate. And whereas nearly 9 in 10 B2B advertising and marketing leaders are extra centered on enterprise targets right now than 5 years in the past, solely a few quarter begin the planning course of by figuring out these desired enterprise outcomes, finds new analysis from B2B advertising and marketing company Walker Sands—and this disconnect is on the core of the problems the analysis reveals..

Surveying greater than 150 advertising and marketing leaders and 50 non-marketing C-suite executives, the agency’s new Final result-based Advertising and marketing: The Case for a Perspective-Shift in B2B Advertising and marketing report unveils the highest challenges B2B entrepreneurs are going through to realize outcomes that contribute to enterprise outcomes, particularly because the panorama continues to evolve.

marketing impact

As firms navigated a number of transitions in the previous couple of years, together with distant work and the Nice Resignation, and now battle rising inflation and financial uncertainty, typical B2B shopping for processes have been disrupted. That is compounding the challenges confronted by B2B execs, nearly all (98 p.c) of whom stated that in comparison with 2019, they and their groups extra closely consider advertising and marketing’s success primarily based on its contributions to key enterprise outcomes—and 79 p.c of selling decision-makers are feeling extra stress from C-suite execs to measure advertising and marketing success primarily based on key enterprise outcomes.

Further highlights from the report embrace:

  • 74 p.c of C-suite executives reported feeling that advertising and marketing groups battle to grasp the enterprise outcomes that they anticipate to see from their advertising and marketing actions, and 58 p.c of entrepreneurs agreed they battle to grasp these expectations from the C-suite.
  • 86 p.c of C-suite executives really feel their advertising and marketing groups battle to exhibit the influence advertising and marketing actions have on enterprise success.
  • Whereas 87 p.c of entrepreneurs prioritize overarching enterprise targets over channel-based KPIs, solely 27 p.c start by specializing in outcomes earlier than recommending particular channel activations. The bulk (73 p.c) first deal with activating particular advertising and marketing channels and reaching KPIs, after which join metrics again to the outcomes.

“Regardless of claiming to grasp the significance of enterprise outcomes, B2B entrepreneurs nonetheless take a channel-first strategy to technique,” stated Dave Parro, co-CEO of Walker Sands, in a information launch. “This leaves them working backward to attach the dots between channel-based KPIs and enterprise efficiency—and struggling to fulfill government expectations. It’s time to flip the script and lead with outcomes.”

marketing impact

Walker Sands lately launched its personal new company strategy

Final result-based Advertising and marketing (OBM) is a brand new solution to design B2B advertising and marketing applications, main with outcomes as a substitute of channels. OBM proposes a easy, extra environment friendly solution to craft B2B advertising and marketing technique: first, identify the end result (Why), then craft a technique (How) to get there as rapidly and effectively as attainable, contemplating each the message (What) and the media (The place) with an audience-obsessed mindset. The agency now approaches each engagement with an OBM mindset, shifting companies and advertising and marketing initiatives ahead.

”By researching, defining, and introducing OBM, we’re shedding mild on a shift that advertising and marketing leaders have felt for some time however struggled to place a finger on,” stated Ann Hagner, SVP of Built-in on the agency, within the launch. “We hope to redirect the dialog in the direction of an outcome-first mentality so CMOs, their groups, and fellow C-suiters can get on the identical web page and maximize their advertising and marketing investments.”

Obtain the total report right here.

Be taught extra about Walker Sands’ OBM strategy right here.


Please enter your comment!
Please enter your name here