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B2B Marketing Research: How CMO Roles Need to Evolve
Robert Rose / Content Marketing Institute / July 28, 2013
Forrester Research recently conducted a joint study with the Business Marketing Association (BMA) that we at CMI were greatly interested in reading: B2B CMOs Must Evolve Or Move On.
Indeed, the role of the B2B CMO is undergoing fundamental change, and I, for one, wholeheartedly agree with the report’s conclusions — particularly the one that states, “those marketers who better demonstrate a direct connection between marketing activity and business results earn a more prominent seat at the leadership table.”
However, I find the “swagger” conveyed in the survey results to be somewhat mystifying. In some instances, these findings were in stark contrast with our experience at CMI (as well as with the data from other recent studies). In fact, for at least two of the enterprises expressly called out in the report, I can tell you that the “don’t worry, we got mad skillz, bro” attitude does not comport with the reality at ground level.
So, is this just a case of cognitive dissonance in the survey itself, or, did Forrester and the BMA just happen to catch 117 of the best performing B2B marketing teams after a really great cappuccino? The reality is probably somewhere in between.