Vision Report

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

Three Key Capacities Define The B2B CMO’s Remit To Ignite Customer-Obsessed Growth

May 14th, 2021
Jennifer Ross, null
Jennifer Ross
Meta Karagianni, null
Meta Karagianni
With contributors:
Ian Bruce , Nick Buck , Craig Moore , Mavis Liew , Adele Sweetwood , Susan Macke , Robert McKinnon , Lori Wizdo


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.

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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.