Blame it on the Great Resignation or on pinched hiring budgets, but B2B marketing teams are overworked and understaffed, according to A Partnership Is Born: Product Marketing And Sales Find Happiness, a study by Aventi Group.
Asked about their challenges, B2B marketers affirmed three:
The lack of staff is perhaps the worst issue, leading to these consequences:
Yet product marketing teams are now being tasked with these priorities, probably leading to more all-nighters and staff burnout:
The solution? B2B teams need to add resources in these areas to meet their goals:
Indeed, here are some of the things B2B teams say they would achieve if they only had the time and resources:
Will they soon have the staff to achieve all this? Not likely. It takes most of them at least a few months to fill senior marketing positions:
It may be even more difficult to fill slots in such specialized areas as email marketing.
Here’s the punchline — that outsourcing of product marketing initiatives is going to increase in the next year, at least for some:
What would they gain from outsourcing?
Aventi Group recently asked a few dozen B2B executives to share their views.