Business to Business (B2B) Marketers, at various times are required to undertake some or all of the marketing aspects that include creating strategy, campaigns, tactics and measurement. This presents with skills and experience vs application gap as management books and studies imparted by colleges and universities have traditionally been Business to Consumer focused.
As a result of this gap, we observe that B2B organizations are still finding it hard to achieve perfect alignment in executive management expectations, sales and marketing departments. This results in campaigns that yield low Returns on Marketing Investments (RoMI) which executive exec. management often considers a forecasting or marketing capability issue.