There is a game B2B marketers around the globe play every day. The stakes are always high, the rules are never the same, the goals can change during the game, and it often takes months to determine a winner. The game is played in every industry and with all types of products and services. Any number can play, but in most instances, there are five or six participants—all with different roles, agendas and experience levels. Players can come from the client side, the agency side or an outside consultant. This challenging contest has no official title. In fact, most B2B marketers don’t even realize they’re playing. For the sake of this article, we’ll