‘A different kind of different’: B2C marketers on making the switch to B2B

Hiring a marketer from a completely different sector is – for some – a clear way to shake things up and gain a valuable outside perspective. But not all companies agree with the tactic, preferring talent with experience in similar organisations.

“I hire lots of people, I don’t want somebody who is just like me,” says chief marketing, innovation and strategy officer at Rentokil Initial, Gary Booker. “But you would be amazed how many people do. They think: ‘We’re a retailer. We want to hire somebody from a retail background.’ But why?”