Summary
The B2B strategy formulation process brings together senior leaders to define key initiatives, product launches, and revenue goals for the next one to five years. In many B2B companies, the CMO now has a seat at the strategy table; however, some B2B organizations are still strongly oriented around product and not audience. CMOs should make the most of this opportunity to drive positive change. This report describes three key focus areas for CMOs involved in the business strategy process.
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