Karen Steele

karen-steele

Demand Gen Report: How has the B2B CMO role changed/evolved in recent years? Karen Steele: The biggest evolution for B2B CMOs is the role they play in the revenue process and in customer experience. Today, the CMO isn’t just accountable for demand generation and an inbound marketing motion, they are often responsible for the entirety […]

Corinne Sklar

corinne-sklar

Demand Gen Report: How has the B2B CMO role changed/evolved? Corinne Sklar: With the rise of Marketing Automation, Public Cloud CRM and all the new channels of engagement and the technologies that support them, we have seen the rise of the science lead marketer emerge over the last decade. Now, creativity and human engagement is […]

Michelle Huff

Michelle Huff

Demand Gen Report: How has the B2B CMO role changed and evolved over the last year or two? Michelle Huff: I have seen the role of the CMO start to take on more representation of who the buyers and the customers are — and trying to represent the customer as part of that whole brand […]

Maria Pergolino

Maria Pergolino

Demand Gen Report: How has the B2B CMO role changed/evolved in recent years? Maria Pergolino: Marketing has expanded from being a primarily brand focus function to owning the external voice of every part of the business including, in many cases, pipeline and customer lifecycle. I like to think of it as the sales team being […]

Latane Conant

Latane Conant

Demand Gen Report: How has the B2B CMO role changed/evolved in recent years? Latane Conant: The CMO’s role is broadening to include customer experience, innovation, digital transformation and even culture. This not only requires significantly more overall business acumen, but we’re also seeing CMO roles filled by people with a wider range of backgrounds and […]

Joe Chernov

Joe Chernov

Demand Gen Report: How has the B2B CMO role changed/evolved in recent years? Joe Chernov: The role has broadened, considerably. It used to be the title given to the top marketer. Now it’s a blend of marketing, customer success, sales — in SaaS anyway — with a bit of CEO-whisperer thrown in for good measure. […]

Jen Spencer

Jen Spencer

Demand Gen Report: How has the B2B CMO role changed/evolved in recent years? Jen Spencer: We’ve all seen how the role of a B2B CMO has evolved from being brand-centric to demand generation-centric when we look back over the last ten to fifteen years. More recently, the responsibilities and pressures that B2B CMOs face now […]

John Steinert

John Steinert

Demand Gen Report: How has the B2B CMO role changed/evolved? John Steinert: There’s never been a better time to be a CMO in B2B because recognition of the role’s contribution has never been higher. At the same time, as expectations grow, so do challenges — the job of meeting various constituencies’ needs only gets harder. […]

Jeanne Hopkins

Jeanne Hopkins

Demand Gen Report: How has the B2B CMO role changed/evolved in recent years? Jeanne Hopkins: In gigs as CMO, it has always been my goal to attach to revenue in some capacity. Having a sense of which marketing programs are contributing to revenue is critical as is the ability to align with product and sales […]

Elle Woulfe

ellewoulfe

Demand Gen Report: How has the B2B CMO role changed/evolved in recent years? Elle Woulfe: The B2B CMO needs to be a much more balanced marketer than ever before. The expectation for today’s B2B CMO is that they are equally right and left brained and possess a strong business acumen. It’s not enough to just […]