Over the past year, members of Propolis – the global community for B2B marketers – have been working together to find out how B2B marketers can build trust and influence at the board level and help clearly drive business growth.

The answer? Marketers must become “commercial marketers” – B2B marketers whose primary skillset and value is in their ability to think strategically and drive measurable business growth through marketing. In other words, marketers need to stop being occupied with tactical wins and results in isolated metrics.

Endeavor Media is partnering with Propolis to understand the scale of the challenge ahead of marketing as it transforms. Running three separate surveys – for finance leaders, sales leaders and marketing leaders – Endeavor Media will reveal how aligned marketing is with these two departments, the perceived value of marketing, and its ability to drive commercial growth.