Can B2B marketers take the lead post-pandemic?

Marie Griffin

Even before the pandemic upended the business world, the common perception that CMOs have resisted calls to better align with sales leaders and produce revenue and ROI metrics seemed antiquated.

For years, the marketing industry has advocated that CMOs use financial measurements to demonstrate its credibility in the C-suite. Yet Michael Marcellin, CMO at Juniper Networks, doesn't fret about proving his value to senior management because he's hyper focused on working collaboratively with sales managers to move more leads from the top of the funnel to the close — and is held accountable for the results.

Brian Stauffer/theispot.com

Marcellin's experience may be more prevalent in B2B than expected. Even before the pandemic upended the business world, the common perception that CMOs have resisted calls to better align with...

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