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Is the Role of the B2B CMO Past Its Prime? Or Is It Just in Need of Some Re-positioning around Go-to-market Leadership?


There is perhaps no more challenging role in the C-suite than that of the Chief Marketing Officer (CMO) within a B2B organization. While the data on average tenure for CMOs changes each year, the consistent trend is that – among the C-suite – CMOs typically have some of the shortest tenure, well shorter than CEOs, CFOs and CIOs.

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Executive Insights: A Marketing Transformation Conversation with CMO Advisor Kathleen Schaub

Marketing Insider Group

While in SAP Global Marketing we launched several thought leadership efforts, and one of the analyst partners I leveraged was IDC, and specifically their CMO Advisory Service. Kathleen recently retired from IDC after a long and distinguished career in marketing, including being a head of marketing and a CMO. IT is like HR.

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The Future of Marketing: 50 CMO Quotes On How Marketing Has Changed

Marketing Insider Group

The following marketing quotes from todays leading CMOs and Marketing influencers describe their pandemic experiences and how they’ve adapted to this extreme culture shock. Four major marketing trends emerge from these CMO quotes: Communicating to connect (not promote). Perseverance. Giving back.

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Digital Transformation Comes of Age: B2B Findings from "The CMO Survey"

B2B Marketing Directions

This is the second of three posts discussing some of the B2B-specific findings of the August 2021 edition of The CMO Survey. In this post, I'll discuss what The CMO Survey reveals about the state of digital marketing in B2B companies. B2B marketers expect their investment in digital marketing to continue growing.

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Infographic: The DNA of a Modern CMO


“As the roles of marketing and the chief marketer expand, it will become critical for CEOs to ensure that they have the right person as CMO, to understand fully how customers are changing, and to become more involved in developing new marketing capabilities across the company.” However, this evolution is still far from complete.

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New Buyer Insights Needed To Unlock Growth In An Era Of B2B Digital Transformation

Tony Zambito

While B2C has most of the buzz related to digital transformation, the impact is felt mostly in channels and distribution. Yet the distribution channel of how consumers get a book has been radically disrupted through digital transformation. As new digital ecosystems develop, it increases the need for collaboration.

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Follow the money: CMO budgets for martech and marketing operations


But it is why I always look forward to Gartner’s annual CMO Spend Survey report. Allocation of budget is a CMO’s way of “voting with their wallet” for what they think is most important. The post Follow the money: CMO budgets for martech and marketing operations appeared first on Chief Marketing Technologist.

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