Let us know your thoughts.In this episode of We Do B2B, host Dale Koerner welcomes Henrik Arlund, COO and Co-Founder of BlueOcean, to discuss alarming research from the B2B Institute. The data reveals a misalignment between businesses' objectives and their belief in marketing's contribution. Henrik emphasises the critical role marketing plays in business success and provides insights on how marketers can demonstrate their value. They also discuss the need for marketing’s involvement at the governance level. A compelling episode encouraging marketers to showcase their impact and secure a seat at the boardroom table. Timestamps 00:00:00 - Welcome to We Do B2B00:00:41 - Meet Henrik Arlund - A Wealth of B2B Marketing Experience00:01:53 - Shocking Numbers - Marketing's Impact on Business Objectives00:04:02 - The Misalignment in Business and Marketing00:10:35 - Bridging the Gap with Marketing00:12:29 - The Role of Marketing at the Governance Level00:20:17 - Demonstrating Commercial Competence00:27:03 - The Future of Marketing and Business Futureproofing00:29:21 - Growing New Zealand's B2B Marketing CommunityFor more B2B insights, ideas and opportunities, head to www.blueoceanagency.co.nzSubscribeWhen you subscribe to B2B Inspired, you're playing a key role in growing and supporting New Zealand's B2B Marketing Community. Share Your FeedbackGot something to say? We're all ears. Your voice is what powers this community – it can't grow without you. Connect with Us LinkedIn: https://www.linkedin.com/company/blueocean-agency/ Website: https://www.blueoceanagency.co.nz/podcast/YouTube: https://www.youtube.com/@WeDoB2BLet’s roll up our sleeves and take on tomorrow together.

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