B2B Marketing Manifesto

Developed for AkzoNobel, the B2B Marketing Manifesto defines a new role for marketing in creating customer and commercial value. It sets out how the function needs to move from ad hoc communications to a more integrated, insight-led approach—helping the business identify the right opportunities, develop compelling propositions and create value across the entire customer experience. The result is a clear, practical vision that aligns marketing, sales and R&D around a shared approach to sustainable growth.