Summary
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.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).