Unclear Ownership of Brand and Messaging: A CMO Challenge

January 1st, 2018

Summary

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.

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