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B2B ‘Growth Marketing Maturity Study’ with Stein IAS, the ANA and WARC.


The 2021 Growth Marketing Maturity (GMM) Study, is a comprehensive study of senior U.S. B2B marketers which reveals that most B2B leaders consider their own marketing organisations’ role to be focused on growth:
• with 48.5% viewing themselves as Growth Enablers
• 36.4% of respondents considering themselves Growth Drivers
• only 15.2% of respondents viewing their own roles primarily as ‘Sales Enablers’.

The 2021 Growth Marketing Maturity (GMM) Study, a new industry initiative from global B2B agency Stein IAS, alongside The Effectiveness Partnership, ANA Business Marketing, and WARC was launched on the 21 July 2021 at the ANA Masters of B2B Marketing Conference

The GMM study also revealed nearly half of respondents (46.5%) cited that they have assumed a growth-focused role within the past two years – signalling the more expansive and sophisticated role B2B marketers increasingly play at their enterprises, as well as heightened expectations of their contributions to their businesses.

Strikingly, respondents also believe that their B2B marketing peers are considerably less advanced in their Growth journeys,  stating that:

• 40.4% of peers are primarily Sales Enablers
• 39% are Growth Enablers
• only 21% are Growth Drivers

The GMM Study also suggests marketers are focusing on a ‘Growth Stack’ of seven interlocking layers which form the essential building blocks for growth: these include growth activation, experience, programs, plans, platforms, foundations, and insight.

Respondents cite the top barriers to growth as:
• achieving a more connected digital customer experience (67%)
• delivering measurable revenue impact (52%)
• upskilling across growth responsibilities (52%)
• securing investment to realize growth (49%)

Alongside the GMM Study benchmark on the progression of B2B marketers from their traditional role as Sales Enablers to a more expansive role as Growth Enablers and Growth Drivers; this study helps to define the prioritization of growth strategies based on enterprise goals, strengths and weaknesses and enable a blueprint for CMO activation that provides focus and structure.

Tom Stein, Chairman at Stein IAS, says: “The B2B is a sector in forward motion and its marketers are furthering this momentum with their focus on driving growth. The pandemic has proven an accelerant for B2B marketers. They have met and mastered many challenges, including a broadening range of responsibilities and greater complexity. The GMM Study gauges B2B marketing’s state of progress and identifies growth priorities and barriers.”

Mark Stockdale, Strategic Partner, The Effectiveness Partnership says: “The Growth Marketing Maturity Study is a galvanising step in enabling B2B marketers’ progress towards their role as Growth Drivers. We were delighted to work with Stein IAS as their strategic research partner on this important study and to be on the launch platform at the ANA Masters of B2B Marketing Conference.”

To download the executive summary of the 2021 Growth Marketing Maturity Study, visit: http://www.steinias.com/growth

Study Definitions:

Sales Enabler
Marketing’s primary mission is to support the sales organization in creating MQLs and pipeline opportunities, including positioning, messaging, content/tools, website, lead gen and nurtures, and events.

Growth Enabler
In addition to Sales Enabler, Marketing’s remit extends to insights, data and segmentation, brand campaigns, demand creation, paid/earned/owned media, performance marketing, digital ecosystem, thought leadership and CX.

Growth Driver
In addition to Sales and Growth Enabler, Marketing has a collaborative partnership with the CEO, CRO, CPO, CFO, and CIO to drive growth by increasing SOM, entering geographies, deploying new offerings and effecting digital transformation.