January is traditionally a time when companies look to the year ahead, so what are the main B2B marketing issues they should be addressing in 2017?
Well, despite the many new technologies being bandied about and the cloud of hype surrounding them, it will be a focus on the fundamentals that will allow B2B businesses to succeed this year.
Integrated approach to business
Managing a business used to be easy – each function of the business – manufacturing, sales, marketing, customer service and management had their own departments – their own boxes if you like. Each reported to the board through a more-or-less vertical reporting and controlling system. It was always very clear what each area did, what is was responsible for and what their territory was.