CMOs typically belong to the marketing cadre but this might soon change. While marketers will obviously have the depth in their field to rise up to CMO levels, they may lack the breadth of experience that today’s challenges require. In fact marketing research conducted by the Fournaise Group has confirmed that around four-fifths of all CEOs do not trust their CMOs but instead have far greater faith on their CIOs or CFOs. Also CMOs have been known to shirk responsibility on the final ROI. But now in the highly fragmented world of B2B marketing, businesses have confirmed that they would rather make final purchase via company websites than sales personnel. This leads to shrinking of sales personnel, instead the marketing heads will need to manage the final sale through the website. This increases accountability. The engineering and product development teams will now be increasingly linked to marketing due to proliferation in the importance of data analytics.

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