Why the B2B disconnect between sales and marketing is hindering growth

Brian Carruthers

The traits and capabilities of top-performing business-to-business brands (B2B) have been identified by agency Stein IAS.

‘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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands