Why the B2B disconnect between sales and marketing is hindering growth

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.