Vision Report

Make Marketing Leadership A Mainstay Of Corporate Strategy

August 25th, 2023
With contributors:

Summary

B2B business strategy is crafted in the vortex of market opportunity, stakeholder needs, competitive landscape, ever-expanding routes to market, value propositions, imagination, and aspirations. CMOs are ideally positioned to understand, synthesize, and prioritize external dynamics and align go-to-market levers to the highest-potential and most achievable growth opportunities. Forrester believes that B2B CMOs should reenvision their role to have more impact on corporate strategy. When CMOs fully participate in or even lead corporate strategy development, the marketing organization evolves from brand steward, lead generation machine, and sales supporter to become an architect of 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.