Marketing’s success in driving revenue growth has elevated it to a strategic function in most B2B companies. However, to continue to improve, marketing leaders and other C-suite executives must challenge long-held beliefs and embrace the full customer lifecycle and complex buying journeys to make this a reality. CMOs must also foster collaboration and trust with sales and product teams, and within marketing itself. This report highlights the deep-seated emotional and intellectual beliefs that CMOs must retool to succeed in the new era of marketing.