The pandemic has given B2B marketing leaders a golden opportunity to rethink the culture of their marketing teams. Rather than worrying about how to recover, B2B marketers should be thinking about how to get stronger.
Culture change takes time, but one of the best ways to start is by integrating new steps into your employees' professional development plans. After all, you are what you measure: Campbell's Law posits that if a raise or corresponding value judgement is solely dependent on meeting a sales quota, employees will sacrifice their other job responsibilities—team management, skill development, and so on—to meet that quota.
If you integrate innovation into development plans, and subsequently into employees' annual reviews, you can start holding them (and yourself) accountable for the...