Why marketers lose influence as B2B brands grow

Customers are obviously essential to business success and, whether business-to-business (B2B) or business-to-consumer (B2C), the process of acquiring and retaining them is undoubtedly the responsibility of the marketing department. In recent times, the focus has fallen on the ideal of ‘customer centricity’, embedding marketing deeper in the heart of business strategy.
However the latest research by Marketing Week, in partnership with B2B agency Omobono, would suggest that as B2B busi