First 90 Days: Chief Marketing Officer

January 1st, 2018

Robert McKinnon

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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