He is the "Grand Senior" in B2B Marketing. Since more then 20 years Joel Harrison is working in that area. With his B2B Marketing organization he runs one of the globally leading  event series called "IGNITE". In this first episode of the B2B Marketing Guidebook podcast Uwe and Joel are touching many exciting topics such as the new role of marketing managers as "change managers", differences between the anglo-american situation in B2B marketing and the one in Europe, but also necessary adoptions of development programs for marketing professionals. Interesting to learn that Joel puts the ball in the DACH corner as " Austrians and Germans tend to act more structuredly  in the area of learning and development" in contrast to their Anglo-American colleagues who rather learn everything by doing and on their job.  Tune in and be suprised on on how future marketing organizations will look like and what will happen to companies who will not fully leverage next generation B2B marketing as Joel draws a dark picture for them... Don´t forget to text us or send us your voice message! --- Send in a voice message: https://anchor.fm/b2bmarketingguidebook/message Support this podcast: https://anchor.fm/b2bmarketingguidebook/support