What characterises the most successful b2b marketing structure?

Having supported dozens, if not hundreds, of scientific and technical b2b organisations of varying sizes over the last 25 years, we’ve seen and worked alongside numerous marketing structures. From an outside perspective, it can be quite easy to see the benefits and sometimes the pitfalls of different approaches, but adapting them is of course easier said than done. In our experience, the most successful marketing organisations have some or all of the following features: