This IDC Perspective contributes ideas and recommendations from analysts, clients, and marketing experts to assist B2B marketing leaders to build resilient and agile organizations to thrive in a post-pandemic world. Forward-looking guidance on the future of B2B marketing is provided. Marketing leaders have an opportunity to evolve the mindsets, skill sets, leadership, organizational model, strategy, and execution based upon a provided framework.
"B2B marketing in today's constantly changing world requires a new framework to not only survive but thrive," says Laurie Buczek, vice president, CMO Advisory Practice, IDC. "Funnel marketing is merely a mirage. To drive business growth, the time has come for customer-obsessed B2B market leaders to step into a whole journey orchestrator role with a talented, agile organization made up of digital experts and data mavens."