Senior B2B marketing executives say they and their teams have increasingly been asked to take responsibility for business results and prove ROI over the past few years, according to recent research from EssenceMediacom.
The report was based on data from a global survey conducted in August 2023 among 188 marketing leaders at Fortune 500 B2B firms.
Respondents say the top core responsibilities that have increased in importance over the past few years for B2B marketing teams are taking responsibility for business results (57% cite) and customer acquisition (51%).
