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First 90 Days: Chief Marketing Officer

  • As change agents, new b-to-b CMOs must act quickly to assess perceptions of marketing, establish credibility and identify gaps
  • An important early step is to gather the insight and intelligence necessary to define the primary ways that marketing can contribute to the business
  • In addition to assessing capabilities within marketing, the new CMO must quickly evaluate the state of integration across sales, product management and marketing

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