Briefing note: Doing more with less – Insights from the Bright B2B  leaders dinner

Behind closed doors, senior B2B marketing leaders are wrestling with a challenge that’s shaping the future of our industry: how do we deliver more with less? 

At a recent private dinner hosted by Bright, leaders from publishing, fintech, tech, events and professional services shared candid perspectives on what it really takes to adapt. From shifting operating models to tackling skills gaps, from proving impact to making AI actually work, these conversations revealed the realities few outside the room usually get to hear. 

What follows is a rare peek into those discussions and the lessons every marketing leader should be thinking about now. 

Rethinking the marketing operating model 

A clear theme emerged early: while teams are being asked to do more, few are equipped with the right model to do it efficiently or effectively. 

Leaders shared frustrations with duplicated systems, inconsistent regional processes, and siloed ways of working that slow down delivery and dilute impact. Most agreed that better results won’t come from working harder — they’ll come from working smarter. 

To meet 2025’s demands, marketers need: 

• Clarity on priorities through data-driven roadmaps and aligned strategy 

• Agile ways of working that enable experimentation, iteration and pace 

• Integrated tech and tools that enhance delivery without adding complexity 

• Lean governance and structure that supports scalability 

“Without the right structure and governance in place, even the best marketers end up stuck in admin loops and rework.” 

From activity to impact 

Another key frustration: performance reporting. 

Most teams are awash with metrics but struggling to link them to what really matters. Volume and velocity dominate, while strategic influence, contribution to growth and long-term value are harder to prove. 

There was strong consensus that marketing must improve its ability to: 

• Translate marketing outputs into business outcomes 

• Tell a compelling performance story to senior stakeholders 

• Align marketing KPIs with broader commercial goals 

This echoes what we see in our client work — building strategic performance frameworks, improving executive reporting, and enabling marketers to confidently demonstrate their value.  

Skills, structure and strategic capability 

As the conversation turned to team design, many shared concerns about the growing skills gap and lack of standardisation. 

There was broad agreement that while deep functional expertise is still important, the marketers of the future will need: 

• The ability to operate across complexity 

• Strong commercial and strategic communication skills 

• Critical thinking and prioritisation frameworks 

• A mindset of learning, curiosity and adaptability 

And, crucially, strong foundations, with several attendees noting a worrying absence of defined personas, journey mapping, omnichannel thinking, and structured testing in their teams. 

“We’re not helping great marketers be great — we’re just asking them to do more.” 

AI and automation: excitement meets reality 

Naturally, AI featured heavily in the discussion, from content generation and podcast automation to agent-based orchestration and copilots. 

There was plenty of optimism, but also realism. Many teams are experimenting, but few have the structure to embed AI meaningfully into their workflows. Others flagged limitations in tooling, prompting, and governance that hinder scale. 

Bright’s view? AI will only drive ROI when integrated into a system that’s agile, strategic and measurable. That’s why we focus on connecting strategy, streamlining operations, and enabling teams to make AI (and any new tech) work for them — not add to the chaos.  

And finally… the T-shirt slogans of the night 

As ever, levity played a role in the evening and everyone came away with their favourite marketing slogan they’d pop on a tee! Some favourites included: 

• “Doing more with less” 

• “Beers to peers” 

• “WhatsApp communities are the new golf course” 

• “Test. Learn. Repeat” 

• “Critical thinking is back” 

Because in fast-moving environments, a little humour and a lot of connection go a long way. 

Bright’s perspective 

Doing more with less is about more than efficiency — it’s about effectiveness. 

To succeed, marketers must shift how they operate: 

1. Build agile operating models that prioritise progress and unlock pace
2. Align KPIs and reporting to business outcomes
3. Create room for experimentation, curiosity and structured learning
4. Invest in team capability, communication and clarity 

At Bright, we help marketing teams make that shift at pace. Whether through connected strategy, leaner operations, or performance frameworks, we equip B2B marketers to lead with impact. 

If you’d like to explore how we can support your team, we’d love to talk. 

 

Our next marketing leaders’ dinner in November, will focus on looking back on B2B marketing in 2025, and looking towards the opportunities and challenges for 2026. This event is by invitation only, please contact us to register your interest