Marketing in B2B organisations: as it is; as it should be – a commentary for change

Abstract

Purpose There are many challenges facing senior marketing people, and this commentary paper, based on the author’s consultancy experience, teaching expertise and observations of the business-to-business (B2B) environment, aims to address the causal relationship between marketing expenditure and results, which is holding back marketers from inclusion in the boardroom. Design/methodology/approach This paper includes a contextual analysis with questions and answers, giving supporting examples and facts. Findings B2B marketers have work extensively to earn a place in the boardroom. The author remains optimistic that given the increasing number of chartered marketers (marketing executives qualified to practice via the Chartered Institute of Marketing) and marketing MSc programmes, B2B marketers will eventually earn the right become the main drivers of corporate strategy, as is the case in the best companies in the world. Originality/value The paper brings valuable insight into enhancing marketing accountability and to provide a better position to marketers in the boardroom.