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As marketing plays an increasingly important role in any business-to-business (B2B) organization’s growth, the CMOs who focus on the areas that drive future improvement will ultimately come out on top.
“Modern marketing” hype lacks coherence and relevance because it comes from vendors that focus on tactics, such as lead nurturing or predictive analytics, to sell products or services. As we look ahead into 2015, B2B CMOs should reject generic invocations of “modern marketing” and, instead, focus on developing characteristics that drive high performance in the context of their unique business needs.
We’ve identified five critical areas that reflect the key characteristics emphasized by leading CMOs to achieve high-performance marketing for their organizations.
