Highlights From ANA B2B Practice Leadership

Brand-to-Demand (B2D) integration is gaining momentum, but challenges remain. Many B2B marketers still treat brand and demand as separate functions with different teams, budgets, and KPIs, limiting overall marketing effectiveness. This report, developed by ANA and Stein, explores the current state of B2D maturity and outlines the path forward.

The ANA’s Sonia David explores the new world of data-driven B2B segmentation.

The ANA's 2025 B2B Data and Analytics Playbook tackles today’s most urgent challenges — hidden buyer dynamics, sales-marketing disconnects, and post-sale retention — with practical frameworks, AI-ready models, and insights into how data can fuel smarter strategies across the funnel.

This study and “first-look” discussion guide report explores how to address the “snowflake” problem — that every senior marketing role appears to be uniquely defined. Aspects of the study included C-suite interviews, extensive marketing literature, and contextual industry analysis.

This study, developed in partnership with McKinsey, provides a new perspective for unlocking marketing-driven growth - and has implications for CEOs, executive committees, C-Suites, and chief marketers.

The 2023 Marketing Capabilities Framework, a first-of-its-kind talent resource developed by the ANA and the ANA Global CMO Growth Council, provides marketing leaders with an industry-wide playbook to elevate modern marketing talent, ultimately driving growth for their organizations and our industry.

Peter Fader, professor of marketing at The Wharton School, University of Pennsylvania, and co-author of The Customer-Base Audit, explored the customer-based audit, the first step in understanding the overall health of your customer base.

What brand metrics correlate most strongly to growth in your organization? What brand drivers matter most to your CEO/CFO? We’ll share the list of brand growth KPIs formed by the Global CMO Growth Council community, across multiple industries, company sizes, and regions.

B2B buyers do their homework, but they almost always choose companies on their initial list. Bain and Google unveiled new research and discussed how their “Impact Calculator” can get you on that list.

B2B buyers do their homework, but they almost always choose companies on their initial list. In this video, Bain and Google unveiled new research and discussed how their “Impact Calculator” can get you on that list.

Why do so many leaders still behave as if delivering more value to customers means delivering less value to shareholders? Why don’t marketers get more credit for the contributions they make to growing shareholder value? Rob Markey, a partner at Bain & Company, helps make the case for customer value.