عنوان مقاله [English]
Objective: Marketing of industrial goods, like any other organizational function in companies, is constantly changing. Throughout the industry, marketing and sales departments are being developed with different types and levels. To ensure that the approaches, tools, concepts, and models described in this study can be best implemented in practice, it is essential to use a coordinated reference framework within the dimensions of the B2B marketing maturity model (Uwe G. Seebacher (2021). This model allows B2B marketing managers to assess the relevant level of maturity of their marketing department and, accordingly, identify appropriate actions. The purpose of this approach is to prevent the implementation of very complex activities and projects in sectors that do not meet the dimensions of the maturity model. Also, the other purpose of this study is to protect B2B marketing managers from mistakes and achieve a stable position in industrial companies.
Methodology: Due to the lack of knowledge and lack of guidance to guide organizations on this phenomenon, this study aimed to provide a model of B2B marketing maturity, studied articles in the period 2013 to the end of November 2021 with a systematic approach and the text of the articles using The Grounded Theory approach is coded and analyzed based on MAXQDA software.
Findings: Based on the performed analyzes, codes in the form of 331 concepts and 20 main categories were extracted. Finally, based on the systematic approach of Grounded Theory approach, the identified codes were classified into six categories including main phenomenon, causal condition, contextual condition, intervening condition, strategies and consequences.
Conclusion: Based on the results, the six categories mentioned are: Causal categories: New leadership plans and thinking towards B2B business, policy-making, investment, support and support of B2B marketing, marketing organization and performance management indicators B2B, B2B marketing budget. Central categories: identifying the dimensions of B2B marketing maturity model, B2B marketing organizational chart, mission description, B2B marketing authority and responsibilities, capabilities and competencies of B2B marketing staff. Strategic categories: B2B marketing strategy, digital / non-digital strategy, digital business model, value creation in the value chain. Contextual categories: B2B marketing operations and process, B2B marketing tools and platforms, Interventionist categories: Organizational change management. Consequential categories: Gaining competitive advantage in B2B marketing Organizations / companies through B2B dimension management, improving the quality of B2B marketing services and increasing customer satisfaction, key indicators of B2B marketing performance. It is obvious that in B2B marketing maturity model, special attention should be paid to these categories.