by Michael Lombardi and Chris Cotter
In our original piece, The Future of B2B: The Adaptive Business, we identified the Adaptive Era of B2B. We posited that B2B marketers, emerging from the technological transformation of the past decade and the accelerated period of change during the global pandemic, would need to reorganize around new customer buying dynamics.
Since that time, we’ve worked alongside marketers and business executives to make practical shifts and move their organizations toward this future. Yet there is still work to do. Gartner has since identified that “only 29% of strategists say their organization pivots effectively in the face of disruption,” and they need guidance to build a plan that “allows your business to adapt.” Did someone say “adapt”?.
While validation is appreciated, we’re more interested in how we move forward. Based on our work, we’ve been able to articulate a new type of planning system that is built around adaptive dynamics. Allowing B2B marketers to continually evolve with their buyers and the marketplace at large.
A system, or more properly a go-to-market (GTM) planning system for advertising and marketing, that is made for this Adaptive Era.
Download and read "The Future of B2B: Adaptive GTM" here.
Michael Lombardi is a Global Consulting Partner at Ogilvy Consulting.
Chris Cotter is Group Strategy Lead at Ogilvy Consulting.
