It’s Time For B2B CMOs To Cement Their Role In Driving Growth

Fluctuating business, societal, cultural, and macroeconomic forces are disrupting the status quo for B2B organizations more frequently than ever. Today, the CEO and board of directors rely on the CMO to sense how these forces are shaping the attitudes and behaviors of their buyers, customers, partners, and employees, and identify which forces will create or accelerate opportunities for growth. CMOs are being asked to lead the response to change so that the organization can meet new customer needs or market dynamics that may have shifted radically, sometimes overnight. In this report, we define the new expectations of B2B CMOs and the critical role they play in igniting customer-obsessed growth.