Walker Sands Releases Outcome-based Marketing: The Case for a Perspective-Shift in B2B

By HRTech News Desk On Feb 22, 2024

More than half of marketing leaders highlight misalignment between marketing goals and business objectives, as a new survey showcases the need for an updated marketing approach.

Walker Sands released Outcome-based Marketing: The Case for a Perspective-Shift in B2B.

From this it is derived that almost 90% of marketing leaders are more focused on business objectives today than five years ago. However, only about a quarter start the planning process by identifying their desired business outcomes. This disconnect is at the core of the findings in the report.

Surveying more than 150 marketing leaders and 50 non-marketing C-suite executives, the Outcome-based Marketing: The Case for a Perspective-Shift in B2B Marketing report unveiled the top challenges B2B marketers are facing to achieve results that contribute to business outcomes, especially as the B2B marketing landscape continues to evolve.

As companies navigated multiple transitions in the last few years, including remote work and the Great Resignation, and now grappling with rising inflation and economic uncertainty, conventional B2B buying processes have been disrupted, intensifying the challenges faced by B2B executives. According to the report, 98% of senior business decision-makers said that compared to 2019, they and their executive teams more heavily evaluate marketing’s success based on its contributions to key business outcomes – and 79% of marketing decision-makers feel more pressure from their C-suite/executive teams to measure marketing success based on key business outcomes.

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Additional Highlights From the Report Include:

74% of C-suite executives reported feeling that marketing teams struggle to understand the business outcomes that they expect to see from their marketing activities, and 58% of marketers agreed they struggle to understand those expectations from the C-suite.
86% of C-suite executives feel their marketing teams struggle to demonstrate the impact marketing activities have on business success.
While 87% of marketers prioritise overarching business objectives over channel-based KPIs, only 27% begin by focusing on outcomes before recommending specific channel activations. The majority (73%) first focus on activating specific marketing channels and achieving KPIs, and then connect metrics back to the outcomes.

“Despite claiming to understand the importance of business outcomes, B2B marketers still take a channel-first approach to strategy,” said Dave Parro, Co-CEO of Walker Sands. “This leaves them working backwards to connect the dots between channel-based KPIs and business performance — and struggling to meet executive expectations. It’s time to flip the script and lead with outcomes.”

”By researching, defining, and introducing OBM, we’re shedding light on a shift that marketing leaders have felt for a while but struggled to put a finger on,” said Ann Hagner, SVP of Integrated. “We hope to redirect the conversation towards an outcome-first mentality so CMOs, their teams, and fellow C-suiters can get on the same page and maximise their marketing investments.

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