Warning: This May Cause Irritation
Let’s start with a quick review on Fred Wiersema’s latest work. Here is a link to a recent interview. Fred recently authored “The B2B Agenda: The Current State of B2B Marketing and a Look Ahead”. Fred has been at the visionary edge of business for a long time. When he talks, everyone listens. In this recent interview Fred makes 3 points:
- Massive growth of international and global markets…corporations focused on global growth...marketers need to figure out how to connect.
- Change in technology is happening…social networks and technology available through the cloud…customers are far more informed about offerings and companies than in the past
- Customers all over the world are far more critical and demanding and have more buying clout and more choices than they used to have…companies must figure out the angle that will make it stand out among competitors…senior managers need to beef up the marketing function.
Wow! Is it any wonder the C-Level in B2B is scared? This is the same world where B2B marketing has taken a back seat since forever. You either Make-It or Sell-It has been the career advice. If you are a B2Bmarketer, make sure to keep your resume at the ready! Take a serious look sometime at the pay ranges for marketing in B2B. Abysmal! Clearly designed in the structure is for marketing to be a stepping stone in a career to meaningful jobs such as sales or manufacturing.
Well the world has changed and many B2B firms are struggling with marketing. They are either struggling to field a professional marketing team or they just don’t know how to use marketing. It is simply not built into the corporate fabric. Think about this as you consider what is going on in the world…global, more offerings, customers who have knowledge. The entire scenario starts to look and feel much more consumer-like where marketing is king. B2B needs capable marketers that have a seat at the table who can develop and execute strategies to drive competitive advantage. The crazy thing is that instead of recognizing the need for marketing advantage B2B leaders sit back and complain about commoditization. They talk about it as if the world has dealt them a bad hand. Really! Lower the price and get volume, then complain about margins…about as deep as marketing gets in all too many B2B arenas. Shortly thereafter the C-Level is called onto the carpet.
Now, this has been a pretty harsh brush, and said about as plainly as I can say it. But darn-it now is the time B2B must wakeup to marketing! Maybe for the first time in a generation there is real consequence in the balance…loss of customers, loss of margin, no growth.
Marketers, now is your time! Seize the opportunity and help your company. Your leaders are scared to death of the changes underway. Marketing is a foreign concept to them…it’s that rotation that you do just before getting a job that pays real money. The unbelievably fantastic news is there will never be another time in the next 30 years where, through marketing, you will be able to set your company apart from the competition like you are able to today. The work to do is about Customer Value. How do you position your company in the face of these empowered customers so they see you as helping their businesses more than other alternatives? Let’s all make it happen. Take risks. Help our companies understand what needs to be done. The battle is in your C-Suite. Will they or won’t they get marketing help. Once they decide the answer is yes, then you can go from zero to Speed in a hurry. The tools for B2B have never been better!
What are you doing to help the C-Suite understand the opportunity to blow away competition through marketing?
Check out Other Blogs in this Series:
- Customer Value: Customer Value and Speed are Changing Everything in B2B
- Customer Value: What is Scaring Your C-Suite <--You Are Here
- Customer Value: Learn the role marketers need to play to help the C-Suite in ‘The Speed Of The Game’ (Coming Soon!)
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