Marketing remains "undervalued discipline"

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Chicago—Marketing at b-to-b companies is an "undervalued discipline," according to John Jullens, principal at consulting firm Booz & Co.

Jullens made that comment during his presentation Wednesday at the ANA/BtoB conference “Marketing in the New World.” His session focused on the results of an online, telephone and in-person survey of more than 100 b-to-b marketing executives conducted by Booz for the ANA.

Jullens said the survey indicated "b-to-b marketing capabilities appear to be a key driver in topline growth and market share." The data showed that only 26% of companies with below average marketing capabilities increased market share. In contrast, 40% of companies with above average marketing capabilities increased market share.

Jullens also said marketers needed to move beyond tactical functions, such as marketing communications, and become more deeply involved in strategic planning, such as product development. A panel of three marketers then offered suggestions on how marketing executives can contribute more to company strategy.

Terry McDougall, director-marketing and client strategy for BMO Capital Markets, said marketing executives should ask to be invited to strategy meetings. If that fails, she said, "Just show up."

Alexander Schmidt, director of marketing for the Canadian Bank Note Co., said marketing executives need to put more effort into demonstrating their department's value.

Nicole Adams, senior marketing communications specialist for Liberty Mutual Group, said marketing executives need to know the audience better than any other group in the company and leverage that knowledge.

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