Best Practice Report

First 90 Days: Chief Marketing Officer

January 1st, 2018
With contributor:
Marcia Trask

Summary

As change agents, new B2B CMOs must act quickly to assess perceptions of marketing, establish credibility and identify gaps. An important early step is to gather the insight and intelligence necessary to define the primary ways that marketing can contribute to the business. In addition to assessing capabilities within marketing, the new CMO must quickly evaluate the state of integration across sales, product management and marketing.

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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.