The Evolving CMO Role in B2B Marketing Organizations

Recently I attended a SiriusDecisions seminar where John Neeson, a co-founder of the marketing advisory firm, spoke about how B2B marketing organizations are evolving. “The role of the CMO is changing,” John said. “We’re seeing more people with operational experience. This trend is tied to the movement towards larger participation in the executive suite.”

What John refers to as someone with operational experience is what we, at Full Circle Inisghts, call a “marketing scientist.”  We believe there are two general types of marketers: marketing artists and marketing scientists. We also believe that while you need a mix of both to deliver great marketing as well as some special people who are actually good at both skills, having marketing scientists to collect data about marketing’s impact on the business and then provide analysis on the portfolio of marketing campaigns allows CMOs to work with the executive team — particularly the head of sales — to make important and material decisions that improve revenue.

The trend is real. CMOs are definitely getting more strategic about marketing metrics. Once again this week we talked to several CMOs who want to accurately and reliably present marketing metrics to their boards so that they can present the strategic investments they are making in marketing. Very exciting! This is exactly why we started Full Circle Insights.

Bonnie Crater

About Bonnie Crater

Bonnie is a 5-time VP of Marketing at Genesys, Netscape, Oracle (Network Computer Inc.), Stratify, and VoiceObjects. While valuing the creative side of marketing, Bonnie's real love is marketing operations -- measuring marketing investments and determining investment optimization. Now as CEO of Full Circle Insights, Bonnie is working to help fellow marketers get the data needed to succeed. In 2000, Bonnie was named one of the “Top 20 Female Executives in Silicon Valley” by San Jose Magazine. Bonnie holds a B.A. in biology from Princeton University.