The Self-Fulfilling Prophecy of B2B Marketing’s ‘Support Role’ Label

Somewhere along the way, B2B marketing got comfortable being the order taker. We’ve accepted the idea that proving our impact on revenue is too hard, too messy, or too indirect — and in the process, we’ve let sales own the spotlight. But the truth is, while it’s harder to track marketing’s contribution in complex B2B cycles, it’s not impossible. If we don’t connect the dots we leave the “marketing…