To all you busy b-to-b marketers out there: Do you ever wonder what your CMO is thinking about? What issues and trends are keeping your marketing leader up at night? Well, there’s no need to ponder this further, because I can tell you now. I’ve spent the past several weeks having great face-to-face interactions with members of the SiriusDecisions CMO community across the country, and it’s been extremely educational. The CMOs I’ve met – from small to large organizations across multiple industries – are all focused on a short list of important topics. This list of topics is not only remarkably consistent from CMO to CMO, but also aligned to the data we collected in our 2016 global CMO Study. In alphabetical order, here’s what they’re paying attention to now:
So, now that you know what your CMO is thinking about, what can you do to help? A lot, actually. If you’re in demand creation or field marketing, check out our webcast “Account-Based Marketing: What It Takes to Get Started.” Communications professionals can view our “What Works: Post-Acquisition B-to-B Brand Strategy” webcast for current insights. Marketing leaders involved in the planning process can watch our “The Anatomy of a B-to-B Marketing Plan” webcast to learn about the new SiriusDecisions annual marketing plan template. Leaders involved in organizational design efforts can gain best practice insights by reading our blog post “Eight Essential Elements of Marketing Organizational Design.” On the topic of change management, SiriusDecisions is facilitating new CMO roundtables on “Leading Marketing Change.” And if getting up to speed on new technology is a priority, then you don’t want to miss our upcoming 2016 Technology Exchange!
Marcia Trask is a Research Director at SiriusDecisions. She brings over 20 years experience to the Marketing Operations Strategies advisory service. Her areas of expertise include marketing technology, process development, strategic & campaign planning, organizational development, and sales alignment/enablement. Follow Marcia on Twitter @marciatrask