How Marketing Leaders can Become the Only Credible Voice of the Client | Forbes

B2B marketing faces a crossroads as roles are splitting across departments. CMOs must become customer-centric leaders to ensure relevance, focusing on understanding client needs and spearheading growth.

Alisha Lyndon

by Alisha Lyndon

September 5, 2023

Account based marketing

With heightened pressure on short-term performance, B2B marketing is at a crossroads. I’m seeing the role of marketing splitting into various departments, and with so much across the buying cycle moving out of the marketing department, we run the risk of rapidly being left with the corporate comms and brand.

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