B2B marketing manager B2B

The Dual Perspectives on B2B Marketing Excellence: A Global B2B Marketing Consultant’s Analysis

  • On : January 15, 2024

The expectations for marketers are complex and multifaceted and often are out of sought after with senior management and sales. As a consultant with McKinsey, I’ve observed the interplay of demands and deliverables from both leadership and marketing functions. Herein, I’ll articulate the insights into the expectations from a CEO and B2B marketer’s standpoint, describing the fine distinctions of KPIs, deliverables, and reporting, as well as the integration of marketing with inside sales.

CEO’s Expectations: Strategic Alignment and Business Growth

From a CEO’s vantage point, a B2B marketer is a strategic partner critical to the organization’s growth. The CEO’s expectations are rooted in the marketer’s ability to understand deeply and articulate the company’s value proposition in a way that is compelling to a discerning clientele.

Strategic Expectations

A CEO anticipates that a B2B marketer will:

  • Grasp the broader business strategy and translate it into actionable marketing initiatives.
  • Demonstrate thought leadership that positions the company as a solution provider, not just a product seller.
  • Drive lead generation efforts that align with business development objectives.

Deliverables and KPIs

The C-suite measures success in concrete terms:

  • Quality of leads over quantity, emphasizing the lead-to-opportunity conversion rate.
  • Customer acquisition cost juxtaposed with lifetime value to gauge long-term profitability.
  • A clear ROMI that validates marketing spend.

Weekly reports should afford strategic insights into:

  • Tactical campaign results aligned with strategic goals.
  • Adjustments and pivots based on real-time data.
  • Predictive analytics that forecast trends and market shifts.

B2B Marketer’s Perspective: Execution and Measurement

From a marketer’s lens, the role is one of execution, adaptation, and continuous improvement. The marketer must operationalize the CEO’s vision, ensuring that marketing strategies are not only creative but also grounded in data.

Operational Expectations

A B2B marketer is expected to:

  • Develop content that speaks to the complex needs of B2B buyers.
  • Deploy multi-channel campaigns that engage and convert.
  • Align closely with sales to ensure that marketing strategies translate into sales success.

KPIs and Reporting

For a marketer, KPIs are the compass that guides strategy:

  • Engagement metrics like click-through and open rates provide insight into content resonance.
  • Sales-accepted leads offer a window into the effectiveness of lead qualification.
  • Digital engagement statistics inform content and platform strategy
  • Weekly reporting offers a granular view of:
  • Campaign metrics and content performance.
  • Lead funnel progression and sales feedback.
  • Upcoming initiatives and resource allocation.

The Symbiosis of Marketing and Inside Sales

The relationship between marketing and inside sales is critical. A marketer is tasked with not only generating leads but also ensuring that those leads are nurtured and primed for the sales process.

  • Regular strategy sessions between sales and marketing to ensure alignment on objectives and messaging.
  • Lead scoring systems to prioritize the handoff from marketing to sales.
  • Feedback mechanisms to refine marketing tactics based on sales insights.

A Holistic Viewpoint for B2B Marketing Success

As McKinsey consultants, we advocate for a holistic approach to B2B marketing that harmonizes the strategic foresight of the CEO with the tactical acumen of the marketer. This alignment is essential for crafting a marketing narrative that is both impactful and actionable, ultimately driving sustainable business growth. The key lies in setting clear expectations, establishing rigorous KPIs, and fostering seamless collaboration between marketing and inside sales. This synergy not only propels the company forward but also ensures that marketing efforts are not only seen but felt in the market’s response and the sales team’s success.

In a market where data is everything, our role is to help B2B marketers pivot from being solely content creators and brand ambassadors to architects of growth, adept in using analytics to inform strategy and drive decision-making. It is this evolution, underpinned by a robust feedback loop and a keen understanding of the sales process, that transforms marketing from a cost centre to a revenue driver.
For CEOs and B2B marketers alike, the end goal is clear: a marketing operation that is as efficient as it is effective, marked by a strategic approach to communication, a rigorous understanding of the sales funnel, and a relentless pursuit of ROI. This holistic view of the B2B marketer’s role is not just a blueprint for success; it is the standard for competitive advantage in the modern business environment.