Skip to main content
SpringerLink
Log in

Digital Marketing Leadership – Modell und empirische Ergebnisse aus dem B-to-B-Umfeld

  • Chapter
  • First Online:
Digitalisierung

Part of the book series: Schwerpunkt Business Model Innovation ((SBMI))

  • 14k Accesses

Zusammenfassung

Eine Vielzahl von Studien, die sich mit dem Status Quo sowie den Defiziten der Digitalisierung im Marketing vor, während und nach Corona beschäftigt haben, zeigen Handlungsbedarf auf, insbesondere auch in B-to-B-Unternehmen. Das Marketing kann die digitale Transformation von Unternehmen entscheidend voranbringen, wenn es eine interne (Bedeutung des Marketings innerhalb des Unternehmens) sowie externe (Exzellenz des Marketings im Vergleich zum Wettbewerb) Führungsrolle einnimmt.

„Digital Marketing Leadership“ (DML) beschreibt die Existenz und interne Entwicklung materieller, immaterieller und menschlicher Ressourcen der Marketingorganisation sowie die Umsetzung dieser organisationalen Fähigkeiten im Rahmen interner und externer Verhaltensweisen in einer Art und Weise, die strategische Wettbewerbsvorteile durch eine digitale Führungsrolle im externen Marktumfeld ermöglicht.

Es lassen sich fünf Dimensionen von DML identifizieren, konkretisieren und auf den B-to-B-Bereich anpassen. Aus Wirkungshypothesen lässt sich ein Modell ableiten, das im Rahmen einer empirischen Studie erfolgreich getestet wurde und sich als Denkmodell und Diagnose-Tool für die Management-Praxis eignet.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 54.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Hardcover Book
USD 69.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Literatur

  • Abbu, H., Mugge, P., Gudergan, G., & Kwiatkowski, A. (2020). Digital leadership – Character and competency differentiates digitally mature organizations. In 2020 IEEE international conference on engineering, technology and innovation (S. 1–9). ICE/ITMC.

    Google Scholar 

  • Accenture Interactive. (2018). On the verge: B2B digital commerce is at an inflection point. https://www.accenture.com/t20180522T025432Z__w__/us-en/_acnmedia/PDF-78/Accenture-Verge-B2B-Digital-Commerce.pdf. Zugegriffen am 12.08.2021.

  • Anderson, J. C., & Gerbing, D. W. (1991). Predicting the performance of measures in a confirmatory factor analysis with a pretest assessment of their substantive validities. Journal of Applied Psychology, 76(5), 732–740.

    Article  Google Scholar 

  • Avolio, B. J., Kahai, S., & Dodge, G. E. (2001). E-leadership. Implications for theory, research and practice. The Leadership Quarterly, 11(4), 615–668.

    Article  Google Scholar 

  • Bages-Amat, A., Harrison, L., Spillecke, D., & Stanley, J. (2020). These eight charts show how COVID-19 has changed B2B sales forever. https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/these-eight-charts-show-how-covid-19-has-changed-b2b-sales-forever. Zugegriffen am 12.08.2021.

  • Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120.

    Article  Google Scholar 

  • Barney, J. (2010). Gaining and sustaining competitive advantage (4. Aufl.). Peason.

    Google Scholar 

  • Barrales-Molina, V., Martínez-López, F. J., & Gázquez-Abad, J. C. (2014). Dynamic marketing capabilities: Toward an integrative framework. International Journal of Management Reviews, 16(4), 397–416.

    Article  Google Scholar 

  • Baumgarth, C., & Binckebanck, L. (2018). Digital Marketing Leadership – Reichen Immobilienscout24 und Facebook? In H. Steiner (Hrsg.), Real estate brand book 2018 (S. 8–11). Real Estate Brand Book Verlag.

    Google Scholar 

  • Baumgarth, C., & Binckebanck, L. (2019). Digital marketing leadership resources and behavior for the digital transformation of B-to-B marketing. In Proceedings of the 3rd international conference on business – Sustainable business development in the connected age (S. 236–239).

    Google Scholar 

  • Baumgarth, C., Kaluza, M., & Lohrisch, N. (2014). Markenaudit für Kulturinstitutionen. Springer VS.

    Book  Google Scholar 

  • Benitez, J., Henseler, J., Castillo, A., & Schuberth, F. (2020). How to perform and report an impactful analysis using partial least squares: Guidelines for confirmatory and explanatory IS research. Information & Management, 57(2), 103–168.

    Article  Google Scholar 

  • Binckebanck, L. (2017). Digital sales leadership. Marketing Review St. Gallen, 34(4), 94–103.

    Google Scholar 

  • Boston Consulting Group. (2020). The evolving state of digital transformation. https://www.bcg.com/de-de/publications/2020/the-evolving-state-of-digital-transformation. Zugegriffen am 12.08.2021.

  • Bruni, D. S., & Verona, G. (2009). Dynamic marketing capabilities in science-based firms: An exploratory investigation of the pharmaceutical industry. British Journal of Management, 20(s1), S101–S117.

    Article  Google Scholar 

  • Capgemini Consulting. (2015). Digital Leadership – Führungskräfteentwicklung im digitalen Zeitalter.

    Google Scholar 

  • Chaffey, D., & Smith, P. R. (2017). Digital marketing excellence (5. Aufl.). Taylor & Francis Ltd.

    Book  Google Scholar 

  • Chen, H.-M., Schutz, R., Kazman, R., & Matthes, F. (2017). How Lufthansa capitalized on big data for business model renovation. MIS Quarterly Executive, 16(1), 19–34.

    Google Scholar 

  • Content Marketing Forum. (2018). Content Marketing in einer neuen Dimension. Die CMF-Basisstudie 2018. http://www.cpwissen.de/tl_files/2018/06/CMF_Basisstudie_2018_180614_kurz.pdf. Zugegriffen am 12.08.2021.

  • Content Marketing Institute & MarketingProfs. (2018). B2B content marketing: 2018 benchmarks, budgets, and trends – North America. https://contentmarketinginstitute.com/wp-content/uploads/2017/09/2018_B2B_Research_FINAL.pdf. Zugegriffen am 12.08.2021.

  • Contentive. (2018). B2B marketing survey – Key findings. https://www.contentive.com/wp-content/uploads/2018/07/Contentive-2018-B2B-Marketing-Survey-Final.pdf. Zugegriffen am 12.08.2021.

  • Cortez, M., & Johnston, W. J. (2017). The future of B2B marketing theory: A historical and prospective analysis. Industrial Marketing Management, 66, 90–102.

    Article  Google Scholar 

  • Cuevas, J. M. (2018). The transformation of professional selling: Implications for leading the modern sales organization. Industrial Marketing Management, 69, 198–208.

    Article  Google Scholar 

  • Day, G. S. (2011). Closing the marketing capabilities gap. Journal of Marketing, 75(4), 183–195.

    Article  Google Scholar 

  • Deloitte Digital, & Heads! Executive Consultancy. (2015). Survival through digital leadership.

    Google Scholar 

  • van Dick, R., Gross, M., Helfritz, K. H., Holz, F., & Stickling, E. (2016). Digital Leadership – Die Zukunft der Führung in Unternehmen. Deutsche Gesellschaft für Personalführung e. V.

    Google Scholar 

  • Eberl, J. K., & Drews, P. (2021). Digital leadership – Mountain or molehill? A literature review. In Proceedings of Internationale Konferenz Wirtschaftsinformatik 2021.

    Google Scholar 

  • Eggers, B., & Hollmann, S. (2018). Digital Leadership – Anforderungen, Aufgaben und Skills von Führungskräften in der „Arbeitswelt 4.0“. In F. Keuper, M. Schomann, L. I. Sikora & R. Wassef (Hrsg.), Disruption and transformation management (S. 43–68). Springer Gabler.

    Chapter  Google Scholar 

  • El Sawy, O. A., Kræmmergaard, P., Amsinck, H., & Vinther, A. L. (2016). How LEGO built the foundations and enterprise capabilities for digital leadership. MIS Quarterly Executive, 15(2), 141–166.

    Google Scholar 

  • EY. (2014). Sustaining digital leadership.

    Google Scholar 

  • Feng, H., Morgan, N. A., & Rego, L. L. (2015). Marketing department power and firm performance. Journal of Marketing, 79(5), 1–20.

    Article  Google Scholar 

  • Forrester Consulting. (2018). What it takes to be a leader in b2b ecommerce. https://magento.com/sites/default/files/what-it-takes-to-be-a-leader-in-b2b-ecommerce-forrester-study.pdf. Zugegriffen am 12.08.2021.

  • Grant, R. M. (2016). Contemporary strategy analysis (9. Aufl.). Wiley.

    Google Scholar 

  • Guesalaga, R., Gabrielsson, M., Rogers, B., Ryals, L., & Cuevas, J. M. (2018). Which resources and capabilities underpin strategic key account management? Industrial Marketing Management, 75(4), 160–172.

    Article  Google Scholar 

  • Gurbaxani, V., & Dunkle, D. (2019). Gearing up for successful digital transformation. MIS Quarterly Executive, 18(3), 209–220.

    Article  Google Scholar 

  • Helfat, C. E., & Peteraf, M. A. (2003). The dynamic resource-based view: Capability lifecycles. Strategic Management Journal, 24(10), 997–1010.

    Article  Google Scholar 

  • Henseler, J. (2021). Composite-based structural equation modeling. Guilford Press.

    Google Scholar 

  • Herhausen, D., Miočevićb, D., Morgan, R. E., & Kleijnen, M. H. P. (2020). The digital marketing capabilities gap. Industrial Marketing Management, 90, 276–290.

    Article  Google Scholar 

  • Hinings, B., Gegenhuber, T., & Greenwood, R. (2018). Digital innovation and transformation: An institutional perspective. Information and Organization, 28, 52–61.

    Article  Google Scholar 

  • Homburg, C., Workman, J. P., & Krohmer, H. (1999). Marketing’s influence within the firm. Journal of Marketing, 63(2), 1–17.

    Article  Google Scholar 

  • Homburg, C., Vomberg, A., Enke, M., & Grimm, P. H. (2015). The loss of the marketing department’s influence: Is it really happening? And why worry? Journal of the Academy of Marketing Science, 43(1), 1–13.

    Article  Google Scholar 

  • Homburg, C., Theel, M., & Hohenburg, S. (2020). Marketing excellence: Nature, measurement, and investor valuations. Journal of Marketing, 84(4), 1–22.

    Article  Google Scholar 

  • IBM. (2021). Find your essential – How to thrive in a post-pandemic reality. https://www.ibm.com/thought-leadership/institute-business-value/report/ceo. Zugegriffen am 12.08.2021.

  • IFSMA, & wob. (2018). Der Dschungel lebt! B2B Marketing Automation im digitalen Dschungel. https://www.wob.ag/lp/b2b-studie_2017/Downloads/Infografik_Marketing_Automation_Studie.pdf. Zugegriffen am 12.08.2021.

  • Jenewein, T. (2016). Digital Leadership bei SAP. In T. Petry (Hrsg.), Digital leadership (S. 373–384). Haufe-Lexware.

    Google Scholar 

  • Jüttner, U., Christopher, M., & Baker, S. (2007). Demand chain management-integrating marketing and supply chain management. Industrial Marketing Management, 36(3), 377–392.

    Article  Google Scholar 

  • Kache, F., & Seuring, S. (2017). Challenges and opportunities of digital information at the intersection of big data analytics and supply chain management. International Journal of Operations & Production Management, 37(1), 10–36.

    Article  Google Scholar 

  • Kane, G. C., Palmer, D., Phillips, A. N., Kiron, D., & Buckley, N. (July 2016). Aligning the organization for its digital future. MIT Sloan Management Review and Deloitte University Press.

    Google Scholar 

  • Kane, G. C., Phillips, A. N., Copulsky, J. R., & Andrus, G. (2019). How digital different is(n’t) different. MIT Sloan Management Review, 60(3), 34–39.

    Google Scholar 

  • Kotler, P., Gregor, W., & Rodgers, W. (1977). The marketing audit comes of age. Sloan Management Review, 18(2), 25–44.

    Google Scholar 

  • Kozlenkova, I. V., Samaha, S. A., & Palmatier, R. W. (2014). Resource-based theory in marketing. Journal of the Academy of Marketing Science, 42(1), 1–21.

    Article  Google Scholar 

  • KPMG. (2021). Going digital, faster. KPMG International. https://assets.kpmg/content/dam/kpmg/xx/pdf/2021/01/going-digital-faster.pdf. Zugegriffen am 12.08.2021.

  • Kreutzer, R. T., Neugebauer, T., & Pattloch, A. (2017). Digital business leadership. Springer Gabler.

    Book  Google Scholar 

  • Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), 146–172.

    Article  Google Scholar 

  • Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience and the customer journey. Journal of Marketing, 80(6), 1–62.

    Article  Google Scholar 

  • Levallet, N., & Chan, Y. E. (2018). Role of digital capabilities in unleashing the power of managerial improvisation. MIS Quarterly Executive, 17(1), 1–21.

    Google Scholar 

  • Mahlamäki, T., Storbacka, K., Pylkkönen, S., & Ojala, M. (2020). Adoption of digital sales force automation tools in supply chain: Customers’ acceptance of sales configurators. Industrial Marketing Management, 91, 162–173.

    Article  Google Scholar 

  • Makadok, R. (2001). Toward a synthesis of the resource-based and dynamic-capability views of rent creation. Strategic Management Journal, 22(5), 387–401.

    Article  Google Scholar 

  • Martin, R. L., & Golsby-Smith, T. (2017). Management is much more than a science: The limits of data-driven decision making. Harvard Business Review, 95(5), 128–135.

    Google Scholar 

  • Meffert, J., & Swaminathan, A. (2018). Leadership and the urgency for digital transformation. Leader to Leader, 88, 44–49.

    Article  Google Scholar 

  • Mihardjo, L., Sasmoko, S., Alamsjah, F., & Djap, E. (2019). Digital leadership impacts on developing dynamic capability and strategic alliance based on market orientation. Polish Journal of Management Studies, 19(2), 285–297.

    Article  Google Scholar 

  • Moi, L., & Cabiddu, F. (2020). Leading digital transformation through an agile marketing capability: The case of Spotahome. Journal of Management and Governance. https://doi.org/10.1007/s10997-020-09534-w. Zugegriffen am 12.08.2021.

  • Moorman, C., & Day, G. S. (2016). Organizing for marketing excellence. Journal of Marketing, 80(6), 6–35.

    Article  Google Scholar 

  • Oberer, B., & Erkollar, A. (2018). Leadership 4.0: Digital leaders in the age of industry 4.0. International Journal of Organizational Leadership, 7(4), 404–412.

    Article  Google Scholar 

  • Orlandi, L. B. (2016). Organizational capabilities in the digital era: Reframing strategic orientation. Journal of Innovation & Knowledge, 1(3), 156–161.

    Article  Google Scholar 

  • Pagani, M., & Pardo, C. (2017). The impact of digital technology on relationships in a business network. Industrial Marketing Management, 67, 185–192.

    Article  Google Scholar 

  • Parviainen, P., Tihinen, M., Kääriänen, J., & Teppola, S. (2017). Tackling the digitalization challenge: How to benefit from digitalization in practice. International Journal of Information Systems and Project Management, 5(1), 63–77.

    Article  Google Scholar 

  • PwC (2016). Are technology companies digital leaders?

    Google Scholar 

  • Roland Berger. (2015). Die digitale Zukunft des B2B-Vertriebs. https://www.rolandberger.com/publications/publication_pdf/die_digitale_zukunft_des_b2b_vertriebs.pdf. Zugegriffen am 12.08.2021.

  • RUB. (2017). Große Studie zur Digitalisierung im Vertrieb. http://www.wiwi.rub.de/news/marketing/news01193. Zugegriffen am 12.08.2021.

  • Salesforce Research. (2017). Fourth annual state of marketing. https://www.salesforce.com/content/dam/web/en_us/www/assets/pdf/datasheets/salesforce-research-fourth-annual-state-of-marketing.pdf. Zugegriffen am 12.08.2021.

  • Salo, J. (2017). Social media research in the industrial marketing field: Review of literature and future research directions. Industrial Marketing Management, 66, 115–129.

    Article  Google Scholar 

  • Sandell, S. (2013). Digital leadership: How creativity in business can propel your brand and boost your results. Upfront Publishing.

    Google Scholar 

  • Schillewaert, N., Ahearne, M. J., Frambach, R. T., & Moenaert, R. K. (2005). The adoption of information technology in the sales force. Industrial Marketing Management, 34(4), 323–336.

    Article  Google Scholar 

  • Schneider, S., & Kokshagina, O. (2021). Digital transformation: What we have learned (thus far) and what is next. Creativity and Innovation Management, 30(2), 384–411.

    Article  Google Scholar 

  • Shrestha, Y. R., Ben-Menahem, S. M., & von Krogh, G. (2019). Organizational decision-making structures in the age of artificial intelligence. California Management Review, 61(4), 66–83.

    Article  Google Scholar 

  • Singh, J., Flaherty, K., Sohi, R. S., Deeter-Schmelz, D., Habel, J., Le Meunier-Fitzhugh, K., Mullins, R. R., & Onyemah, V. (2019). Sales profession and professionals in the age of digitization and artificial intelligence technologies: Concepts, priorities, and questions. Journal of Personal Selling & Sales Management, 39(1), 2–22.

    Article  Google Scholar 

  • Srai, J. S., & Lorentz, H. (2019). Developing design principles for the digitalisation of purchasing and supply management. Journal of Purchasing and Supply Management, 25(1), 78–98.

    Article  Google Scholar 

  • Steward, M. D., Narus, J. A., Roehm, M. L., & Ritz, W. (2019). From transactions to journeys and beyond: The evolution of B2B buying process modeling. Industrial Marketing Management, 83, 288–300.

    Article  Google Scholar 

  • suxeedo. (2017). Content Marketing Studie. https://www.estrategy-magazin.de/fileadmin/Lesetipps/Content_Marketing_Studie_2017.pdf. Zugegriffen am 12.08.2021.

  • Syam, N., & Sharma, A. (2018). Waiting for a sales renaissance in the fourth industrial revolution: Machine learning and artificial intelligence in sales research and practice. Industrial Marketing Management, 69, 135–146.

    Article  Google Scholar 

  • Tabrizi, B., Lam, E., Girard, K., & Irvin, V. (13. März 2019). Digital transformation is not about technology. Harvard Business Review. https://hbr.org/2019/03/digital-transformation-is-not-about-technology. Zugegriffen am 12.08.2021.

  • techconsult. (2017). Digitalisierungsindex Mittelstand: Der digitale Status Quo in deutschen Industrieunternehmen. https://www.digitalisierungsindex.de/wp-content/uploads/2017/12/Digitalisierung-Studie-Industrie-web.pdf. Zugegriffen am 12.08.2021.

  • Teece, D. J., Pisano, G., & Shuen, A. (1997). Dynamic capabilities and strategic management. Strategic Management Journal, 18(7), 509–533.

    Article  Google Scholar 

  • The CMO Survey. (2021). The transformation of marketing: Emerging digital, social, and political trends. https://cmosurvey.org/wp-content/uploads/2021/02/The_CMO_Survey-Highlights_and_Insights_Report-February-2021.pdf. Zugegriffen am 12.08.2021.

  • Verhoef, P. C., & Leeflang, P. S. (2009). Understanding the marketing department’s influence within the firm. Journal of Marketing, 73(2), 14–37.

    Article  Google Scholar 

  • Vial, G. (2019). Understanding digital transformation: A review and a research agenda. The Journal of Strategic Information Systems, 28(2), 118–144.

    Article  Google Scholar 

  • Weill, P., & Woerner, S. L. (2018). Is your company ready for a digital future? MIT Sloan Management Review, 59(2), 21–25.

    Google Scholar 

  • Wengler, S., Hildemann, G., & Vossebein, U. (2021). Digital transformation in sales as an evolving process. Journal of Business & Industrial Marketing, 36(4), 599–614.

    Article  Google Scholar 

  • Wernerfelt, B. (1984). A resource-based view of the firm. Strategic Management Journal, 5(2), 171–180.

    Article  Google Scholar 

  • Westerman, G., Soule, D. L., & Eswaran, A. (2019). Building digital-ready culture in traditional organizations. MIT Sloan Management Review, 60(4), 59–68.

    Google Scholar 

  • Wiersema, F. (2013). The B2B agenda: The current state of B2B marketing and a look ahead. Industrial Marketing Management, 42(4), 470–488.

    Article  Google Scholar 

  • Xu, H., Guo, H., Zhang, J., & Dang, A. (2018). Facilitating dynamic marketing capabilities development for domestic and foreign firms in an emerging economy. Journal of Business Research, 86, 141–152.

    Article  Google Scholar 

  • ZIA, & EY (2020). Fünf Jahre Digitalisierung in der Immobilienwirtschaft – Was bisher geschah.

    Google Scholar 

  • Zumstein, D., Oswald, C., Gasser, M., Lutz, R., & Schoepf, A. (2021). Marketing automation report 2021: Lead generation and lead qualification through data-driven marketing in B2B. https://doi.org/10.21256/zhaw-2402. Zugegriffen am 12.08.2021.

  • ZVEI. (Hrsg.). (2016). Die Elektroindustrie als Leitbranche der Digitalisierung.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. HWR Berlin, Berlin, Deutschland

    Carsten Baumgarth

  2. Institut für nachhaltigen Vertriebserfolg, Berlin, Deutschland

    Lars Binckebanck

Authors
  1. Carsten Baumgarth
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Lars Binckebanck
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Carsten Baumgarth .

Editor information

Editors and Affiliations

  1. Hochschule Neu-Ulm, Neu-Ulm, Deutschland

    Daniel R. A. Schallmo

  2. Hochschule Neu-Ulm, Neu-Ulm, Deutschland

    Klaus Lang

  3. Johannes Kepler Universität Linz, Linz, Österreich

    Thomas Werani

  4. Johannes-Kepler-Universität Linz, Linz, Österreich

    Barbara Krumay

Rights and permissions

Reprints and permissions

Copyright information

© 2023 Der/die Autor(en), exklusiv lizenziert an Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Baumgarth, C., Binckebanck, L. (2023). Digital Marketing Leadership – Modell und empirische Ergebnisse aus dem B-to-B-Umfeld. In: Schallmo, D.R.A., Lang, K., Werani, T., Krumay, B. (eds) Digitalisierung. Schwerpunkt Business Model Innovation. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-36634-6_9

Download citation

  • DOI: https://doi.org/10.1007/978-3-658-36634-6_9

  • Published:

  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-36633-9

  • Online ISBN: 978-3-658-36634-6

  • eBook Packages: Business and Economics (German Language)

Publish with us

Policies and ethics

Search

Navigation