• 3 Barriers CMOs Face in Becoming Chief Customer Officers

    5 monthes ago - By Business 2 Community

    Another enormous transformation in the role of the B-to-B CMO is occurring. In addition to having responsibility for ROI, CMOs are now finding themselves responsible for customer engagement.
    In some ways this is a natural transition. The customer is now in control and demands a holistic, B-to-C experience in B-to-B interactions. Second, marketing is the team that creates the brand narrative. Third, marketing is now the owner of key technology and data centered on the prospect/client experience. Taken together, it makes sense for the CMO to embrace, whether in title or as a capability, this...
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