Why You Must Prove Your Value or Lose a Seat at the Table as a B2B Marketer with David Rowlands

Episode notes

The pressure on B2B marketers to prove commercial value has been building for years. But what does it actually take to step up, earn a seat at the board table, and lead marketing as a genuine revenue driver? In this episode of Spotlight on B2B Marketing, host Karen Lloyd is joined by David Rowlands, Head of Product at B2B Marketing, providers of Propolis, the go-to community and intelligence platform for B2B marketers globally. Propolis has spent hundreds of hours in real conversations with senior B2B marketers to understand what is keeping marketing leaders up at night, and the result is a framework they call the Commercial Marketer. David shares the research behind that framework, what the six skills of a commercial marketer actually are, and why financial acumen is the single widest gap holding B2B marketers back right now. He also gives a direct assessment of what the next 12 months hold: two paths, and a clear warning about what happens to those who sit still.