Earlier this year SiriusDecisions tapped into its CMO and marketing leader network for a snapshot of the b-to-b marketing roles they had either created or eliminated in the past year. Social media, customer marketing and marketing technology were the newly created roles cited most often.
Social media roles topped the list, reflecting the need for strategy and guidance to support social operations and the growing levels of social marketing and selling activities across the enterprise.
Customer marketing placed second, with a renewed focus to optimize and leverage the total experience with a company, its products and its people to drive loyalty and growth. Extending the insights gained from this experience into broader demand creation activities is another priority.
Marketing technology, the third most frequently mentioned role, underscores the growing importance of measuring business impact and gaining deeper insights to enable the buyer experience.
Few CMOs reported wholesale elimination of specific roles, but most commented that some roles are being reduced and others are changing in scope. The following roles were most impacted:
Aligning the right people with the right skills into the right roles is a top priority for successful business leaders, especially in periods of transition. This could not be more true than in b-to-b marketing today, where the buyer’s journey and sales needs are changing and marketing ROI is paramount. Having the right roles and skills is essential and requires careful planning.