CMO 2.0: B-to-B Marketing Leaders Rewrite the Job Description
Author: Marguerite McNeal
Marguerite McNeal is a staff writer for American Marketing Association magazines and e-newsletters.
With digital channels stimulating buyer empowerment, B-to-B CMOs are entering unchartered and rapidly changing territory to capture customer attention. In a recent study of 117 B-to-B CMOs from Forrester and the Business Marketing Association, 97% of participants said that they find it increasingly necessary to take on new activity to be successful and 96% reported that they see the pace of change continuing to accelerate.
Near-universal agreement on the expansion of the B-to-B CMO role may seem daunting, but study author Laura Ramos says that there’s never been a better time to be a B-to-B CMO, citing that marketing holds the key to customer insight and market trends.
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