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).