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One B2B brand on growing marketing from ‘subservient’ function to growth engine
By focusing first on improving the revenue “engine”, B2B marketing boss Rosie Guest raised marketing’s influence and secured investment to grow her team. Now she has plans to scale further.
For a lot of B2B marketers, the pain of a business dismissing their department as a sales support function rather than growth driver will be all too familiar. When financial services firm Apex Group’s chief marketing and communications officer Rosie Guest joined the financial services firm as its only marketer nine years ago, she certainly never envisioned marketing would ever get a voice at the top table.
But now Guest’s team is considered vital in driving the business forward, she tells Marketing Week.
