B2B集团：2023年CMO的成长故事数字化转型如何将营销提升为高管级增长驱动力（英文版）（16页）.pdf

1、The CMO Coming of Age Story:How Digital Transformation Has Elevated Marketing to a C-suite Growth DriverGlobal B2B Marketing Report 2023IntroductionDigital transformation integrating advanced technologies into all aspects of the business may seem like a Chief Technology Officer remit,but with B2B bu

2、yers demanding B2C-like experiences,orchestrating data in service of customer-centricity increasingly lands with Marketing leaders.What else lands with Marketing today?Near-CEO responsibility without the authority.The modern CMO is at a corporate crossroads a far cry from a half-century ago when Mar

3、keting didnt even command a C-suite title.Todays B2B CMO must act as a tech integrator,customer oracle,and cross-department orchestrator.According to an August 2023 global survey of 188 Fortune 500 B2B Marketing leaders,commissioned by EssenceMediacom,B2B CMOs today face three primary considerations

4、 in their ever-expanding role:1.Am I outpacing the organisation?2.Can customer-centric marketing shift from rhetoric to reality?3.Are B2B Marketing playbooks due for a rewrite?2 Are modern B2B Marketers outpacing the organisation?As orchestrator of the customer experience,CMOs increasingly must serv

5、e as the pace car for digital transformation across the entire company,yet they frequently face institutional roadblocks.The B2B buyer has shifted online,increasing opportunities for connection,and reducing the importance of the one-to-one relationship historically managed by Sales.In parallel,organ

6、isational growth is increasingly predicated on customer-centricity and LTV,further shifting the customer relationship to those with a view across the full journey-Marketing.As Marketing has taken more responsibility for the entire customer experience,CMOs have entered the boardroom as the voice of t