In the rapidly evolving digital economy and with the changing customer behaviour, marketing's role in B2B organisations is being redefined. Marketing teams are now expected to facilitate and enable growth more than ever before.

• We invited Jens Tinapp, VP of Marketing and Communication at Diehl Metering, to talk about the path of building a future-proof marketing team.
  We discussed:
  - How has the role of marketing evolved
  - How have the CEO’s expectations changed
  - What are the must-have skills and capabilities of the modern marketing team
  - What to keep in-house and what to outsource
  - How to bring an impact and build trust for the marketing team