‘Growth drivers’ are the highest of three tiers of business-to-business (B2B) marketing organisation in a classification devised by agency Stein IAS, the other two cohorts being made up of ‘growth enablers’ and ‘sales enablers’.
The B2B marketing role is shifting away from the last of these groups – and, in turn, the traditional emphasis of focusing primarily on supporting sales teams, generating leads and building pipelines.
Growth enablers are now the single biggest group of marketers, according to Stein IAS, and bring customer insight, data analysis, segmentation and influencer marketing to brand campaigns, customer experience and thought leadership in addition...