The Value of B-to-B Marketing

I recently spoke with a colleague (a B-to-B marketeer) who said "CEOs know they need marketing, but don't understand the value it can bring". In reflecting on this, I realized how true it was and thought I might be able to address this situation - hence this blog. To start, I plan to describe the "marketing black box" (as a recent CxO client described his understanding of marketing) - all the marketing "components" and how they must work together to be effective. We marketeers call it "integrated marketing" - not a new concept but not understood by many CEOs and CxOs of B-to-B companies.

So for you B-to-B marketeers, feel free to rate the level of understanding of the CEOs you know with a "10" = "CEO is an ultra savvy marketeer" and a "1" = "has no understanding" or somewhere inbetween.