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B2B: How to secure investment in a marketing-sceptic business
From repositioning as a revenue generator to nailing the message internally, B2B marketers need to be patient, brave and tenacious if they want to land investment.
When Rory O’Neill became CMO at B2B payment solutions firm Planet in 2017, he joined a business where marketing wasn’t a highly valued function. In fact, “it was buried under sales”, he recalls.
His team was small and disparate, and marketing investment amounted to only around 1% of net revenue. Although the company had tried introducing a CMO role previously, it hadn’t gone well.
“It was like a donor organ being rejected,” O’Neill explains.
