The B2B CMO’s new toolkit | WARC | The Feed

The skills of a modern B2B CMO are vast and varied, taking in financial and technological aspects – unlocking these ideas can yield rich new opportunities, says Amex’s B2B marketing chief.

Why it matters

No other C-suite position has undergone similar changes in the sheer quantity of skills that marketing chiefs now need to deploy, especially in a B2B context; should the discipline understand what it needs to do to maximise its value both inside and outside the organisation, the future is bright.

Takeaways