Make Marketing Leadership A Mainstay Of Corporate Strategy

August 25th, 2023

Subhendu Pattnaik Principal Analyst

Mavis Liew Executive Partner and Principal Analyst

Lori Wizdo

With contributors:

Matthew Selheimer , Dane Anderson , Frederic Giron , Nick Buck , Aadya Gupta , Bill Nagel

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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