How CMOs Are Juggling Long-Term Marketing Strategies & Daily Needs

A theme I continually run into whenever speaking with Integrate customers and other B2B marketing and sales professionals is how goals and challenges differ between departments and job levels – and the ways these differing viewpoints affect priorities.

After all, B2B marketers can’t contribute to sales pipeline or revenue if sales reps aren’t confident in the lead generation, content strategies and nurturing/scoring practices employed by the marketing team. Marketing executives can’t achieve their goals if they don’t understand the day-to-day roadblocks facing their marketers. And demand gen and marketing operations practitioners certainly can’t live up to CMO expectations if they don’t know what they are.  

To get the marketing executive’s perspective on common CMO challenges, fundamental sales enablement practices and the balance of marketing technology, I sat down with Brad Gillespie, current VP of Marketing at Cvent and former CMO at Octiv.

The Questions

  1. What do you see as the primary challenge B2B CMOs and marketing leaders face today?
  2. How can marketing teams better enable sales? How should they go about creating and distributing valuable content?
  3. Do you see marketing organizations relying too heavily on marketing technology (martech) at the expense of more traditional marketing focuses such as brand creation and messaging?




Interview Takeaways

1. Today’s CMOs are dealing with rapid change – both with external market developments and evolving internal capabilities. Successful marketing execs juggle long-term strategies for scale with internal, day-to-day needs.

2. Three Levels of sales and marketing alignment needed to ensure sales efficiency and effectiveness

  1. Philosophical – how marketing is going to achieve pipeline goals
  2. Procedural – how marketing’s processes feed into sales’ efforts
  3. Systems – how martech should be applied and integrated to ensure data flows smoothly

3. “You can’t automate authenticity.” It’s tempting to overcommit to the science of marketing (martech and marketing data), but it’s critical that marketers balance these efforts with the art of marketing (empathizing with the buyer and communicating in an authentic way). 



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