HomeResearch Articles Unclear Ownership of Brand and Messaging: A CMO Challenge

Unclear Ownership of Brand and Messaging: A CMO Challenge

  • In today’s fast-paced b-to-b markets, messages presented to external audiences and sales reps must be clear, compelling and believable, and they must show differentiation
  • Unclear ownership of the brand and messaging indicates a lack of alignment among marketing, sales and product functions
  • CMOs should analyze their brand challenges in light of their strategic drivers to determine when changes are necessary
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