# Resourcing, recruitment and responsibilities | How trust is defining new models for teams and roles for individuals - with Jon Watton and Tom Howe

Page: https://stenobird.com/podcast/trust-influence-in-b2b-7231194/resourcing-recruitment-and-responsibilities-how-trust-is-defining-new-models-for-teams-and-roles-for-individuals-with-jon-watton-and-tom-howe
Text version: https://stenobird.com/podcast/trust-influence-in-b2b-7231194/resourcing-recruitment-and-responsibilities-how-trust-is-defining-new-models-for-teams-and-roles-for-individuals-with-jon-watton-and-tom-howe.md
Podcast: [Trust & Influence in B2B](https://stenobird.com/podcast/trust-influence-in-b2b-7231194)
Published: 2026-03-03T11:00:00+00:00
Episode link: https://joelharrison1.wpenginepowered.com/resourcing-recruitment-and-responsibilities-how-trust-is-defining-new-models-for-teams-and-roles-for-individuals-with-jon-watton-and-tom-howe
Audio file: https://episodes.captivate.fm/episode/ad66f3dc-4e76-4c3b-9459-ac0af7afa8e0.mp3
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JSON: https://stenobird.com/v1/public/podcasts/trust-influence-in-b2b-7231194/episodes/resourcing-recruitment-and-responsibilities-how-trust-is-defining-new-models-for-teams-and-roles-for-individuals-with-jon-watton-and-tom-howe
Duration seconds: 2666

## Resource

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Jon Watton, Fractional CMO and experienced B2B tech marketing leader, and Tom Howe from Jefferson Group, to explore one of the most pressing issues facing the industry: the future of B2B marketing roles, team structures, and organizational trust. Marketing headcounts are shrinking, recruitment has stalled, and the rules of the job market have fundamentally shifted. So is this a crisis — or simply a long overdue correction? ➡️ Jon and Tom bring two sharply different perspectives — one from inside the market navigating it as a senior marketer, the other from a front-row seat in hiring across B2B. Together, they dig into the post-COVID hiring hangover, the intense pressure to deliver short-term results at the expense of long-term strategy, and how AI is reshaping both what marketing teams look like and what's expected of them. They also explore why fractional leadership is emerging as a new model of trust, the growing danger of a "squashed middle" in marketing management, and what the B2B marketing team of the future will actually look like. Both guests close with direct, actionable advice on what marketers should be doing right now to future-proof their careers. Chapters: 00:00 - Introduction: Trust and the Future of B2B Marketing Roles 01:03 - How Recruitment Signals Trust in Marketing 01:42 - Introducing Jon Watton and Tom Howe 02:24 - The Reality of the Senior B2B Marketing Job Market 05:26 - A Generational Shift or a Post-COVID Hangover? 08:07 - Identity Crisis: What Do Companies Actually Want from Marketing? 11:37 - Short-Term Pressure vs. Long-Term Strategy 16:31 - How Marketing Team Structures Are Changing 19:41 - The Rise of Specialists and the Diamond-Shaped Team 24:05 - The Sq…

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