S2E6 – Judith Wolting: Marketing as a growth engine: bridging the sales-marketing divide

In this podcast episode, we speak with Judith Wolting about the critical misalignment between sales and marketing that hampers growth in many B2B organizations. We explore why marketing continues to be mistakenly viewed as a cost center rather than the growth engine it should be. Judith, Global Marketing and Insights Sales Director at Malvern Panalytical, shares candid insights from her career transition from B2C to B2B marketing, revealing how her team directly contributes to one-third of system order value despite persistent misconceptions about marketing's role.In this episode, we cover the following subjects:Judith's journey from consumer brands to the specialized B2B world of analytical instruments and why she found B2C marketing "boring" compared to B2B challenges.Why 70% of all marketing efforts in B2B get lost in the sales process due to misalignment, and practical frameworks for bridging this divide.How organizations can reposition marketing from a perceived cost center to a demonstrable growth driver with measurable business impact.Judith's approach to change management, including her network of 30 "change sponsors" across the globe who help address the personal fears that accompany organizational transformation.The importance of strategic stopping, Judith's practice of regularly identifying initiatives to discontinue, creating space for meaningful growth rather than accumulating projects that scatter focus.Strategies for maintaining marketing effectiveness through constant business change and transformation.The challenges of global marketing leadership and creating alignment across teams spanning different regions and cultures.How B2B marketing has evolved with digital transformation and what traditional marketers need to embrace to remain relevant.The balancing act between short-term results and long-term brand building in today's demanding business environment.Question from the previous guestDilemma: AI Tools or Growth Research? Judith faces the challenging question of whether to invest in AI-driven personalization tools or expand global market research to uncover new growth opportunities, revealing her strategic priorities in the process.Links:LinkedIn Evolving Digital https://www.linkedin.com/showcase/evolving-digital-podcastInstagram Evolving Digital https://www.instagram.com/evolvingdigital.podcast/?hl=enFacebook Evolving Digital https://www.facebook.com/profile.php?id=61566815356179LinkedIn Judith Wolting https://www.linkedin.com/in/judith-wolting-6891172