Trends Report

What Keeps B2B CMOs Awake At Night?

Tactics And Execution Worries Outweigh Strategy and Innovation

November 29th, 2007
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
With contributors:
Jaap Favier , Evadne Cokeh

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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.