by Jen Doyle, Senior Research Analyst

B2B marketing maturity by organization size


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Because many B2B organizations face complex sales cycles, they require a certain level of sophistication to be applied in their lead generation, nurturing, scoring and management processes -- and it's very impressive to see how mature B2B organizations are with their overall marketing practices.

A large portion of respondents indicated they had formal processes for executing routinely performed B2B marketing practices, while only a small fraction of respondents indicated that they had no repeatable process for such practices.

Large organizations tend to be the most mature with B2B marketing practices, as 64% of these organizations indicated they have formal processes that they routinely perform. In our recent B2B study, we also surveyed participants about B2B marketing budgets, and large-sized organizations also invested the greatest amounts in marketing staffing expenditures, indicating a larger number of employees in their marketing departments.

When an organization has more individuals executing a B2B marketing plan, it can be expected that this plan will be executed with a greater level of detail and maturity.

For additional research data and insights about B2B marketing, download and read the free Executive Summary from the MarketingSherpa 2011 B2B Marketing Benchmark Report.