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25th Sep 2023

A crossroads for marketing

By B2B Group & Newton X

Looking up at a building with curved walls into the sky

Introduction

Digital transformation – integrating advanced technologies into all aspects of the business – may seem like a Chief Technology Officer remit, but with B2B buyers demanding B2C-like experiences, orchestrating data in service of customer-centricity increasingly lands with Marketing leaders. What else lands with marketing today? Near-CEO responsibility without the authority.

The modern CMO is at a corporate crossroads – a far cry from a half-century ago when Marketing didn't even command a C-suite title. Today's B2B CMO must act as a tech integrator, customer oracle, and cross-department orchestrator.

According to an August 2023 global survey of 188 Fortune 500 B2B Marketing leaders, commissioned by EssenceMediacom, B2B CMOs today face three primary considerations in their ever-expanding role:

  1. Am I outpacing the organisation?

  2. Can customer-centric marketing shift from rhetoric to reality?

  3. Are B2B Marketing playbooks due for a rewrite?

About the authors

B2B Group

The B2B Group is a specialist unit within EssenceMediacom focussed on delivering business-to-business marketing solutions in an increasingly complex marketplace.

Newton X

NewtonX is the world's leading B2B market research company. 100% verified research across 140 industries and 1.1 billion professionals.

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