ITSMA's State of the Profession: Leading B2B Marketing through the Next Chapter

Presented by

Dave Munn, President & CEO and Julie Schwartz, SVP of Thought Leadership and Research, ITSMA

About this talk

ITSMA’s 2021 State of the Marketing Profession briefing provides a critical look at the impact of the COVID-19 pandemic on marketing, and the marketing trends and priorities for 2021. The briefing is based on ITSMA research, including results from the 2021 B2B Marketing Trends Survey, which reflects responses from more than 60 senior marketing leaders from our member community. One of the brightest spots of the survey is the fact that marketing is valued. When we asked marketing leaders about how the pandemic changed their leadership’s perception of marketing, more than three quarters said that it improved and marketers are perceived as valuable to the business. Now, the question is: how can marketers leverage this momentum and make even greater strides in 2021? Attend this special briefing for ITSMA's BrightTALK audience. If you are interested in learning more from our broader State of the Profession Address that took place in January, please visit our website:

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With a dedicated focus on services and solutions for the connected economy, our webcasts provide insight to help marketers strengthen reputation, increase revenue, and deepen customer relationships. Momentum is a leading growth consultancy and account-based marketing (ABM) pioneer that works relentlessly with clients to deliver long-term sustained growth and to explore what’s possible. ITSMA, a B2B marketing thought leader, coined the term ABM in 2003 and for nearly three decades has helped members grow and develop through research, community, training, and advisory services. Together, Momentum and ITSMA enable clients and members to grow their opportunities, capabilities, relationships, and success. We believe that by doing the right thing in the right way, we can deliver exceptional results for all.