{"id":2819,"date":"2020-03-05T16:50:00","date_gmt":"2020-03-05T16:50:00","guid":{"rendered":"https:\/\/teamstepup.com\/blog\/future-of-the-cmos-role-in-b2b-and-manufacturing\/"},"modified":"2024-02-26T13:05:05","modified_gmt":"2024-02-26T13:05:05","slug":"future-of-the-cmo-for-b2b-and-manufacturing","status":"publish","type":"post","link":"https:\/\/teamstepup.com\/blog\/future-of-the-cmo-for-b2b-and-manufacturing\/","title":{"rendered":"Future of the CMO&#8217;s Role in B2B and Manufacturing"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">You\u2019ll want to read this article if you&#8217;re a Chief Marketing Officer in b2b and face any of the following challenges:<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Insufficient marketing resources with budget or team<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">You feel constant pressure from management to present proven results<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Difficulty in effectively executing your marketing plan\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Difficulty in prioritizing and organizing the marketing tasks and responsibilities <\/span><\/li>\n<\/ul>\n<p style=\"text-align: center;\"><strong><a href=\"https:\/\/lp.teamstepup.com\/industrial-b2b-discovery-session-1\">Request a FREE one-on-one session\u00a0to review your company&#8217;s Marketing Strategy<\/a><\/strong><\/p>\n<h4><strong>Today&#8217;s<\/strong><strong>\u00a0Challenges of the\u00a0<\/strong><strong>CMO in b2b<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">In recent years I&#8217;ve met and spoken to hundreds of marketing executives at B2B companies. When I ask them to describe their challenges as marketers, the common denominator is a very strong and genuine desire to succeed in the role met by frustration with <a href=\"https:\/\/teamstepup.com\/marketing\/upper-management-b2b-marketing-plan\/\">management<\/a> who\u2019s not on board with their initiatives for implementing new processes. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The explanations I get are usually along the lines of management\u2019s lack of understanding of the CMO\u2019s role or the lack of cooperation and desire to invest in the resources needed for the CMO to succeed.<\/span><\/p>\n<h4><strong>What&#8217;s in a Title?<\/strong><\/h4>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignright wp-image-2197 size-medium\" src=\"https:\/\/teamstepup.com\/wp-content\/uploads\/2020\/03\/octavian-rosca-SYbD0jfSF3s-unsplash-300x200.jpg\" alt=\"CMO for B2B and Manufacturing\" width=\"300\" height=\"200\" \/><\/p>\n<p><span style=\"font-weight: 400;\">These challenges of the marketer have been covered in-depth many many times before. But this only proves that the role of the marketing manager is the most challenging role at the management levels and the most difficult to maintain over time. <a href=\"https:\/\/adage.com\/article\/cmo-strategy\/why-more-brands-are-ditching-cmo-position\/2183166\">R<\/a><\/span><span style=\"font-weight: 400;\"><a href=\"https:\/\/adage.com\/article\/cmo-strategy\/why-more-brands-are-ditching-cmo-position\/2183166\">esearch<\/a> shows<\/span><span style=\"font-weight: 400;\"> that the marketing manager&#8217;s position lasts for approx. 42 months, which is in comparison, half the time other managing roles.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Furthermore, there are companies such as Johnson and Johnson, Uber and Hyatt Hotels that have decided to completely eliminate the role of Chief Marketing Officer (CMO) and convert it to more general role definitions such as company Growth Manager or Customer Success Manager.<\/span><\/p>\n<h4><b><br \/>\nIs the Role of CMO Facing Extinction Or Rebirth?<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Let&#8217;s first try to understand the reason for friction between the marketing manager and upper management mentioned above.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It begins with the digital revolution that has transformed the marketing world. If once companies had few means of reaching the customer and only companies with enormous budgets could advertise and stand out, today every company can reach its entire potential clientele, sometimes, at the cost of cents.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This new reality created possibilities for the rapid growth of unprecedented proportions which we\u2019ve seen from the mega brands of today from the likes of Google, Facebook, Amazon, Airbnb, Uber and more who&#8217;ve gone from small startups into giant corporations at meteoric speed. This new reality changed the business world completely, and marketing as well.<\/span><\/p>\n<h4><strong>A Source of Friction with Upper Management\u00a0<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">On the one hand, it&#8217;s easier to reach your audience accurately and cheaply. But on the other, it&#8217;s much more difficult to stand out and get your audiences&#8217; attention. This sets the ground for friction when companies struggle to grow today despite all the many media and advertising opportunities.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What then, differentiates between companies with amazing growth and those who stay stagnant?\u00a0<\/span><span style=\"font-weight: 400;\">And how does this relate to the marketing strategy?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The answer, in my opinion, lies in a very common tendency of senior management, as well as marketing managers, to seek quick solutions. When it comes to using social media or advertising with Google whatever it might be &#8211; a \u201cresults now\u201d mindset creates a difficulty when building a solid <a href=\"https:\/\/teamstepup.com\/marketing\/one-page-marketing-plan\/\">strategic plan<\/a>.<\/span><\/p>\n<h4><strong>The CMO of the Future<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">The CMO of the future will understand that no matter how easy and fast digital marketing can help the company grow, it will ultimately fail if the tactics used don\u2019t have a long term strategy behind it. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The CMO of the future will also know that in order to further accelerate growth, a system needs to be in place for the strategy to be executed efficiently.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At StepUp our mission is to help you, the CMO of today become the CMO of the future by building the right strategy and implementing systems for accelerating your company\u2019s growth.<\/span><\/p>\n<p><a href=\"https:\/\/lp.teamstepup.com\/industrial-b2b-discovery-session-1\"><span style=\"font-weight: 400;\">Check availability for a free Discovery Session with a StepUp Strategist &gt;&gt;&gt;<\/span><\/a><\/p>\n<p>&nbsp;<\/p>\n<p><!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-35c4b451-f59c-4d61-964a-9d7d1112ac4a\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-35c4b451-f59c-4d61-964a-9d7d1112ac4a\" class=\"hs-cta-node hs-cta-35c4b451-f59c-4d61-964a-9d7d1112ac4a\"><!-- [if lte IE 8]>\n\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/1684716\/35c4b451-f59c-4d61-964a-9d7d1112ac4a\"><img decoding=\"async\" id=\"hs-cta-img-35c4b451-f59c-4d61-964a-9d7d1112ac4a\" class=\"hs-cta-img\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/1684716\/35c4b451-f59c-4d61-964a-9d7d1112ac4a.png\" alt=\"Digital marketing for B2B\" \/><\/a><\/span><\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>You\u2019ll want to read this article if you&#8217;re a Chief Marketing Officer in b2b and face any of the following challenges: Insufficient marketing resources with budget or team You feel constant pressure from management to present proven results Difficulty in effectively executing your marketing plan\u00a0 Difficulty in prioritizing and organizing the marketing tasks and responsibilities [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":3064,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[262,254,260],"tags":[],"class_list":["post-2819","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-plan","category-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Future of the CMO&#039;s Role in B2B and Manufacturing<\/title>\n<meta name=\"description\" content=\"What does the future hold for marketers who desire to succeed in their role but are uncertain about the expectations and definition of their success?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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