Why You Must Prove Your Value or Lose a Seat at the Table as a B2B Marketer with David Rowlands

The pressure on B2B marketers to prove commercial value has been building for years. But what does it actually take to step up, earn a seat at the board table, and lead marketing as a genuine revenue driver?In this episode of Spotlight on B2B Marketing, host Karen Lloyd is joined by David Rowlands, Head of Product at B2B Marketing, providers of Propolis, the go-to community and intelligence platform for B2B marketers globally. Propolis has spent hundreds of hours in real conversations with senior B2B marketers to understand what is keeping marketing leaders up at night, and the result is a framework they call the Commercial Marketer.David shares the research behind that framework, what the six skills of a commercial marketer actually are, and why financial acumen is the single widest gap holding B2B marketers back right now. He also gives a direct assessment of what the next 12 months hold: two paths, and a clear warning about what happens to those who sit still.What You'll Learn in This Episode:✔️ Why the pressure on B2B marketers has reached a critical mass and what is driving it✔️ What the commercial marketer framework is and why it matters now✔️ The six skills every B2B marketing leader needs to operate as a commercial function✔️ Why AI amplifies a poor strategy as easily as a good one✔️ How the best marketers are using AI to rebuild their function, not just produce more content✔️ The two paths marketers face in the next 12 months and what each one means for your careerFind out more about Propolis and connect with David on LinkedInAbout the Host:Karen Lloyd is the host of Spotlight On B2B Marketing and Managing Director of Armstrong Lloyd, a specialist sales and marketing headhunting firm. To discuss your hiring needs of the current market, contact Karen at [email protected] on LinkedIn: linkedin.com/in/lloydkaren/Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing, sales, and business leaders in B2B. Want to know more?Discover more at armstronglloyd.co.uk