CEOs have mixed views on their relationship with their CMOs.
Internal Collaboration Articles
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B2B GTM Teams to Focus on Alignment, Efficiency
Among marketers, the area considered most beneficial for their team to improve on is target audience segmentation.
ABM Is Proving More Effective in Some Areas Than Others
ABM isn’t significantly improving cross-sell/upsell efforts, but is helping drive active engagement with select accounts.
Which Technologies Are Moving the Needle on Digital CX?
An impressive 98% of marketers say that their martech ROI has improved this year.
What Do Agencies See as the Benefits of Dynamic Creative?
There’s room for improvement in collaboration between people working on creative, data analytics and ad serving.
About Half of Marketing Operations Teams Work Closely with the C-Suite
The higher the company’s revenue, the more likely that the Marketing Ops team works in close concert with the IT team.
B2B Demand Gen: Smaller Companies Catch Up to BDR Best Practices
B2B demand gen teams that met or exceeded their KPIs are more likely to have a lead qualifying team.
What Business Goals Are Driving ABM Investments?
The most commonly cited goals are to create wider engagement with the ideal customer profile and to improve win rates.
These Are Enterprise Organizations’ Top Digital Advertising Priorities
Marketers are struggling to unify their creative and paid media teams, and are making this a priority over the coming year.
US CMOs Are Feeling More Pressure from CFOs
More than 6 in 10 say it’s challenging for senior marketing leaders to demonstrate the impact of marketing actions on financial outcomes.
What’s the State of the Marketing-Finance Relationship?
The biggest factors restraining better marketing-finance alignment include metrics/goals and priorities/incentives.
Improved B2B Marketing and Sales Alignment Bodes Well for Growth
B2B marketers and salespeople say their top priority to drive growth this year is to improve alignment.
How Much Does Programmatic Out-of-Home Cost?
The average CPM for programmatic OOH inventory rose to $7.24 in H2 2023.
Americans Retain Favorable Opinions of Small Business
Large corporations continue to suffer from poor reputation.
B2C Brands Are Still Enjoying Success with Email
9 in 10 B2C marketers are using personalization in their cross-channel campaigns.
Marketing Teams Are Not Heavily Involved in Corporate Responses to Inflation
A majority of marketers report that their function has little to no role in the decisions taken to counter the effects of rising costs.
How is the Role of the B2B CMO Changing?
B2B CMOs are taking greater responsibility for driving revenue and growth and are expected to demonstrate their impact on the bottom line.
B2B Marketers Outline Their Biggest Challenges
B2B marketers are having troubles identifying and targeting the right audiences for their marketing campaigns.