HomeBlog CMOs See New and Changing B-to-B Marketing Roles

CMOs See New and Changing B-to-B Marketing Roles

August 28, 2012|Marilyn Reap

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.

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:

  • Event marketing. These roles are becoming integrated with marketing campaign and program managers, reducing and deemphasizing the need for a large event team.
  • Marcom. These roles will exist but become more specialized and augmented by increased use of marketing agencies.
  • Traditional ad agency. These roles of the past are being replaced by boutique interactive agencies that are becoming essential for b-to-b marketers.
  • Corporate communications. These roles are transforming into a more strategic role for content strategy and social operations. In many ways, social media is changing public relations efforts, and brand is undergoing a shift due to digital marketing.
  • Web marketing. These roles are becoming federated in a model, with centralized Web strategy and execution capability across regions and geographies leveraged through demand centers.
  • Campaign manager. These roles are moving to become integrated campaign managers, with broader marketing scope and strategic skills to map directly to the buyer’s journey (vs. single offer).

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.

Marilyn Reap

Marilyn Reap is Research Director, Executive Edge: CMO, at SiriusDecisions. For more than 25 years, she has led marketing, sales and consulting professionals through significant business re-engineering and organizational change, providing thought leadership, team building and innovative strategies. Follow Marilyn on Twitter @MarilynReap.
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