Client-centric growth strategies: A roadmap for CMOs
In this episode of The Client-Centric CMO, we explore how marketing leaders can redefine their role in driving strategic business growth, transforming marketing from a cost center to a value creator in today's dynamic B2B landscape.
When 59% of B2B CMOs say their C-suite doesn't view marketing as a strategic investment and one-third of go-to-market efforts stall completely, marketing leaders must radically rethink their approach. As buyer expectations continue to shift, competition intensifies, and pressure for profitable growth increases, the need to prove marketing's value has never been more critical.
In this episode, Meta Karagianni, Chief Consulting Officer at Momentum ITSMA, reveals why CMOs must move beyond surface-level client-centricity and embrace strategies that drive commercial success and sustainable growth.
"Client-centricity is not just a slogan. It must be operationalized across marketing with clear go-to-market guardrails, integrated campaigns, and measurable impact on growth."
Meta introduces Momentum ITSMA’s Client-Centric Marketing Framework, demonstrating how organizations can transform their go-to-market approach and shift focus from "Where could we market and sell?" to "Where should we focus to drive success?" She explains how to translate growth imperatives into strategic choices that align teams, ensuring better collaboration, deeper client relationships, and measurable impact.
Through practical examples and proven approaches, Meta shows how to orchestrate truly integrated campaigns that drive real engagement. From defining North Star objectives to creating concrete go-to-market guardrails, she provides a clear roadmap for marketing leaders ready to strengthen their strategic role and deliver consistent value across the client journey.
“If we want credibility as a strategic growth driver, we need to measure marketing’s impact in a way that resonates with the C-suite."
Listen now to hear:
- How to translate growth objectives into concrete go-to-market decisions
- Why traditional campaign approaches fail – and how to orchestrate success
- What it takes to align global and regional teams around client value
- How to move from generic marketing to targeted client engagement
- Real examples of organizations transforming marketing's strategic role
- Ways to measure and optimize marketing's business impact
- The critical capabilities needed to drive sustainable growth
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