Trends Report

Unclear Ownership of Brand and Messaging: A CMO Challenge

January 1st, 2018


In today’s fast-paced B2B markets, messages presented to external audiences and sales reps must be clear, compelling and believable, and they must show differentiation. Unclear ownership of the brand and messaging indicates a lack of alignment among marketing, sales and product functions. CMOs should analyze their brand challenges in light of their strategic drivers to determine when changes are necessary.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.