B2B CMOs Say Marketing’s Role is Expanding Quickly

Almost all B2B marketing leaders agree that marketing must do things that it hasn’t dont ever before to be successful, finds Forrester Research in a recent study [download page] conducted in partnership with the Business Marketing Association. Along with their expanding responsibilities, 78% say the marketing organization’s influence on corporate strategy is much greater, and 56% agree that they’re spending more time in front of the board of directors. Interestingly, CMOs express great confidence in their ability to handle what amounts to a rapidly changing environment. (more…)