For Marketing Leadership Professionals

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	November 29, 2007 What Keeps B2B CMOs Awake At Night? Tactics And Execution Worries Outweigh Strategy and Innovation by Laura Ramos with Jaap Favier, Evadne Cokeh	Average: 9  (2 ratings)

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Executive Summary

Top B2B marketing executives enjoy, or suffer from, a broad range of responsibilities spanning tactical execution to strategic visioning. Yet, it's the short-term issues that keep them awake at night. Future thinking and innovation get short shrift as CMOs scramble to fill the sales pipeline with leads, build their teams, establish standard processes, and demonstrate a return on the money they spend. B2B marketing leaders escape this revolving door when they automate their planning, budgeting, and daily operations to free up scarce resources and time with which to court customers and scan the horizon for new opportunities, strategies, and innovative marketing programs.

TABLE OF CONTENTS

• Execution Worries Make B2B CMOs Toss And Turn
• CMOs Who Prioritize Marketing Strategy and Innovation Wake Refreshed

RECOMMENDATIONS

• Four Steps To Make Strategy And Innovation A Priority
• Supplemental Material
• Related Research Documents

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