Heraclitus, the Greek philosopher, believed that change, in all its forms, was pivotal to the cosmos. It's unlikely that he was thinking about B2B marketing at the time, but I can't help feeling that his doctrine could be easily applied to what B2B marketers are doing today - especially when thinking about how B2B buyers are changing.

Working on a recent campaign for a client (Epicor), I was reminded of this very point. Individual roles within organisations are radically changing and changing fast. Expertise in their chosen field, flexibility, commitment, all that is still required, but what is different, is the level of influence that each individual is now expected to exert on decisions relating to issues and topics which previously, they would not have even been consulted on, let alone asked to actively participate in with greater and greater insight.

One such role is that of the Finance Director or CFO...