As a CMO and as a board member of the ANA, I am more aware than ever of the changing responsibilities required of me and my peers.
In a recent study by Vivaldi Partners, CMOs reported that “things have been changing more rapidly in the past three years than during the entire previous decade.” A piece in the Harvard Business Review talks about these changes as a “proliferation of C-suite titles that include a component of marketing. Some are chief customer officers, chief experience officers, chief client officers, or chief digital officers. This diversity reflects not only a deepening understanding of the connection between growth and customer satisfaction, but a much greater awareness of what marketing can do to help forge that bond.” Forrester estimates that buyers are two-thirds to 90% of the way through their journey before they reach out to the vendor. And scarier than that statistic is their estimate that “today’s B2B buyer will find three pieces of content about a vendor for every one piece that marketing can publish or sales can deliver.”
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