The 5 Types Of B2B CMOs [Forbes]
Forrester Research, Inc. (FORR)
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Source: Forbes
Even though they share the same title, the charter, scope of responsibility, KPIs and internal power dynamics are very different. Even if you focus solely on the B2B CMO, it's still not a one size fits all situation. The industry, firm size, desired growth rate, market conditions and unique company characteristics can impact the skills and experience it takes for a B2B CMO to be successful. To provide more insight on the types of B2B CMOs, I turned to Heather Loisel, the former CMO of Ricoh, USA and General Manager at SiriusDecisions, a B2B consultancy. The table below provides an overview summary of B2B CMO role types, including a sample of the skills, KPIs and key functional capabilities needed for each flavor of the B2B CMO. B2B CMO Types While a single CMO role may combine two or more elements listed in the table above, Loisel indicates that there is often a single dimension that is the most important. “For a large organization in a flat market, the Revenue CMO might be most
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