In 2024, global marketing spend reached nearly $985 billion, with top trends including paid media, marketing technology and automation adoption rates. When combined with a powerhouse sales team, a company’s revenue has the potential to skyrocket.

Market cycles ebb and flow, but 2025 is presenting a unique mix of challenges and hesitations for small-to-medium businesses (SMBs) and managed service providers (MSPs). Budget pressures, shifting guidance from vendors and global factors like tariffs and inflation are making technology investments harder to time. Still, one thing hasn’t changed: businesses rely on IT to function, compete and grow. That’s why having a financial strategy matters more than ever.

Making B2B marketing less about transactions and more about interactions is easier than you think. Business-to-business relationships may...