When you look at the CMO role across hundreds of B2B tech companies, what themes emerge these days? In this episode of The Get podcast, I talk with Matt Selheimer, VP and Research Director for B2B Marketing Executives at Forrester.
You’ll hear about the top themes that have emerged in The Get this season. And you’ll get a sneak peek at new Forrester research dedicated to CMOs.
Learn about:
- How to classify marketing leadership roles: Is the CEO looking for a supporter, a promoter, a partner, or a driver?
- How changes in tech and buying behavior can be a catalyst for marketing leaders to claim a broader role and bigger budget
- Advice to CEOs who have failed at hiring CMOs
- How CMOs who create continuous learning organizations are the ones who will be the most successful
- Why marketing leaders need to get beyond “polishing the pebbles on in-market intent signals” and instead invest to be the preferred vendor earlier on, to avoid being used as negotiating leverage
- How increasingly, “your understanding of your buyers, your customers, and the markets you’re operating in is your competitive differentiator”
- Why so few CMOs are at the point of firing whole teams in favor of AI
- How to avoid ‘re-org fatigue’ while still responding to changing buyer behaviors