Change is a constant in the world of business. Whether you are a finance specialist who has to watch the changing tide of the law or a technology leader who has to try to stay ahead of the ‘latest and greatest’ most business people certainly have their work cut out for them.
One area that our readers can certainly relate to is the rapidly changing landscape of marketing. One could argue that the change has been the most intense for this discipline because it has been completely redefined. Rather than keeping pace with what’s new, marketers, especially at the C-level have had to adjust to the reinvention of the position. Many who sit at the top of the marketing food chain have climbed a burning rope to the top. All that means is that what it took to get to the top no longer applies. This is especially true in the B2B space.
A new study by Forrester makes this point
Nearly everyone polled agreed (or strongly agreed) that doing something it has never done before is going to be critical for success in the future. This should be a true wake-up call for the B2B CMO.
Other findings make this shift feel more like doom and gloom than change and adventure. Why? Because even with the need to do something differently CMO’s must