According to Bob Liodice, President and CEO of the Association of National Advertisers (ANA) in the US, marketing executives specialized in the B-to-B area must combine great leadership tools with marketing experience to establish competitive advantages of their companies and play a key role in sales increase, generate brand awareness and increase customer loyalty. A new study by ANA showed the challenges experts in the field must face.”Our study shows that B-to-B marketers have much to offer, but that message is not getting through to the right people within their own organizations” said Liodice. “These marketers need to implement growth leadership initiatives, put forth a clear vision of their brands, and develop strategies to remove barriers.”The study showed that 39% of B-to-B marketing executives surveyed feel that their roles are to ensure that the voice of the customer shapes the business. They also indicated that they are struggling to be viewed as vital, strategic assets, and they fear that their efforts are viewed as little more than an extension of their companies sales divisions. Only 42% said they have a seat at the top management table, and only 37% said senior management offers them strong endorsement. 35% stated that senior management is still focused on the product and price and not on insights into the customer.
