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Marketing in B2B organisations: as it is; as it should be – a commentary for change

Malcolm McDonald (School of Management, Cranfield University, Shrivenham, UK)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 3 October 2016




There are many challenges facing senior marketing people, and this commentary paper, based on the author’s consultancy experience, teaching expertise and observations of the business-to-business (B2B) environment, aims to address the causal relationship between marketing expenditure and results, which is holding back marketers from inclusion in the boardroom.


This paper includes a contextual analysis with questions and answers, giving supporting examples and facts.


B2B marketers have work extensively to earn a place in the boardroom. The author remains optimistic that given the increasing number of chartered marketers (marketing executives qualified to practice via the Chartered Institute of Marketing) and marketing MSc programmes, B2B marketers will eventually earn the right become the main drivers of corporate strategy, as is the case in the best companies in the world.


The paper brings valuable insight into enhancing marketing accountability and to provide a better position to marketers in the boardroom.



McDonald, M. (2016), "Marketing in B2B organisations: as it is; as it should be – a commentary for change", Journal of Business & Industrial Marketing, Vol. 31 No. 8, pp. 961-970.



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