Trends Report

What CMOs Need To Know About The State Of Digital In B2B Marketing

Uniting The CMO Vision And The Digital Marketing Leader’s Reality

June 26th, 2024
Rani Salehi, Principal Analyst
Rani Salehi Principal Analyst
Renee Irion, Principal Analyst
Renee Irion Principal Analyst
With contributors:
Matthew Selheimer , Nikhil Lai , Ross Graber , Katie Linford , Subhendu Pattnaik , Lisa Gately , Nicole Bouchie , Kate Pierpont

Summary

Digital marketing requires a powerful synergy between the two distinct leadership roles of CMOs and digital leaders. CMOs set long-term strategic goals, motivated by technology’s potential. Digital leaders navigate the complexities of connecting digital initiatives and plans to marketing’s strategy for successful activation. The long-term vision can feel abstract without a roadmap for execution, while a relentless focus on short-term results may neglect vital strategic considerations. This divide can be bridged by CMOs and digital leaders when they unite on a future-focused approach that includes shared goals, collaborative planning, and sustained skill development.

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