The B2B CMO and Leadership Balancing Act

How B2B Marketing Leaders Can Keep Their Hard-Earned Seat at the Table

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About This Report
The role of the B2B CMO has expanded significantly in the last few years. The position has been elevated, but it comes with a host of new challenges. To retain a seat at the table, B2B CMOs must add executive tasks to marketer responsibilities.
Table of Contents

Executive Summary

The role of the B2B CMO has expanded significantly over the last few years. During the pandemic, successful CMOs adapted to a new reality and drove growth for their businesses. This crucial impact helped CMOs secure a seat at the leadership table. However, the elevated status comes with high expectations and a host of new challenges. To keep their seat, B2B CMOs must become executive leaders.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How did the pandemic help B2B CMOs secure a seat at the leadership table?
  2. What are successful B2B CMOs now responsible for in terms of managing and delivering for their companies?
  3. How can B2B CMOs maintain top leadership status and achieve success?

WHAT’S IN THIS REPORT? An explanation of how B2B CMOs rose to a crucial leadership role and a list of the resulting challenges. Also, advice on how to manage a much broader role and more responsibility to ensure marketing and business success.

KEY STAT: About two-thirds of US CMOs say the role of marketers has grown and taken on more importance in the last year, continuing a two-year trend, according to a February 2022 survey by Duke University’s Fuqua School of Business, commissioned by Deloitte and the American Marketing Association (AMA).

Here’s what’s in the full report

3files

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8charts

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21expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. B2B CMOs Have Earned a Place at the Leadership Table … Finally
    1. The Place at the Table Is a Double-Edged Sword
    2. What’s a B2B CMO To Do?
    3. Insider Intelligence Interviews
    1. Read Next
    2. Sources
    3. Media Gallery

    Interviewed for This Report

    Leslie Cocco Alore
    Ivanti
    Global Vice President, Growth Marketing
    Interviewed June 23, 2022
    Daniel Bernard
    SentinelOne
    CMO
    Interviewed June 22, 2022
    Bill DeWitt
    Chief Outsiders
    CMO
    Interviewed June 7, 2022
    Aaron Goldman
    Mediaocean
    CMO
    Interviewed May 20, 2022
    Leah Holzman Glass
    Global Marketing Leader
    Convera
    Interviewed June 8, 2022
    Allison MacLeod
    Flywire
    CMO
    Interviewed May 25, 2022
    Karen McFarlane
    LetterShop
    Partner and CMO
    Interviewed June 13, 2022
    Brad Mehl
    Coleman Research
    CMO
    Interviewed May 18, 2022
    Margaret Molloy
    Siegel+Gale
    Global CMO and Head of New Business Development
    Interviewed May 26, 2022
    Tamara Prewitt
    Oracle
    Senior Director, Product Marketing, Oracle Marketing Cloud
    Interviewed June 8, 2022
    Kristen Pulkkinen
    Aliaswire
    CMO
    Interviewed May 26, 2022
    George Ravich
    Socotra
    CMO
    Interviewed May 27, 2022
    Sydney Sloan
    Stage 2 Capital
    Limited Partner
    Interviewed June 22, 2022
    Jennifer Griffin Smith
    Brightcove
    CMO
    Interviewed June 9, 2022
    Gary Survis
    Insight Partners
    Operating Partner
    Interviewed May 18, 2022
    Gabrielle Tenaglia
    Omada Health
    Vice President, Brand and Product Marketing
    Interviewed May 19, 2022
    Peter Thomas
    Accenture UK
    Global Marketing and Communications Director, Innovation
    Interviewed June 6, 2022
    Alicia Tillman
    Capitolis
    Global CMO
    Interviewed May 11, 2022
    Scott Vaughan
    Go-to-Market Advisory
    CMO and GTM and Marketing Advisor
    Interviewed June 8, 2022
    Jess Weimer
    Upwork
    Vice President, Enterprise Marketing
    Interviewed June 29, 2022
    Deb Wolf
    Integrate
    CMO
    Interviewed June 9, 2022

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    authors

    Kelsey Voss

    Contributors

    Rahul Chadha
    Director, Report Editing
    Justin DeVoursney
    Graphic Designer
    Dave Frankland
    Principal Analyst, Marketing
    Evelyn Mitchell
    Analyst, Digital Advertising & Media
    Melissa Rosenberg
    Senior Researcher
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