The value of a learning culture has bypassed most B2B marketing departments. They’re missing out on a hugely powerful asset…
There’s a never-ending dialogue about the difference between B2B and B2C marketing. For me, it’s always been a bit of a spurious debate (the two clearly overlap on almost all dimensions). But one thing does seem annoyingly true of B2B marketing departments compared to their consumer peers: B2B departments don’t learn.
A new CMO walking into her new job in a B2B company ought to be able to ask for the ‘Book of Learning’ and be given a big, fat ring binder (or wiki URL).