Strong B2B Marketing And Product Leader Alignment Drives Growth And Efficiency

While many marketing and product leaders are conscious of the need for strong alignment between their respective functions and with sales, active effort to improve the marketing and product partnership may be seen as a secondary concern. Our research finds that the working relationship between CMOs, chief product officers, and their organizations ranges from “poor” or “functional” (i.e., not adversarial but siloed and misaligned) to “collaborative” and “productive” (i.e., where leaders and their teams’ partner strategically and proactively). With all B2B C-suite executives under pressure to drive growth, strengthening marketing and product leader and organizational alignment should be a top priority.