C-Suite

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  Branding/Marketing

  Marketing Has a Marketing Problem—and It’s Hurting Long-term Business Health 

  Marketers’ deep understanding of customers and what motivates their behaviors allows them to “see around corners” on behalf of an organization and position their business more competitively. But too often they are turned to as storytellers rather than drivers of corporate strategy and revenue. That needs to change, writes our columnists.

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  Demand Gen

  B2B Marketers: Misaligned Goals, Measurement and Budget Are Obstacles to Proving Marketing ROI

  We caught up with Ann Hagner, SVP Integrated at Walker Sands, to discuss ways that B2B marketers can better align with C-suite goals, how to build internal relationships, advice for channel marketers, and more.

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  Technology

  Brands on Fire: BlackBerry CMO on Pivot From Mobile Phones to B2B Cybersecurity

  We spoke with BlackBerry CMO Mark Wilson about the company’s pivot from mobile phone production to cybersecurity.

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  Data & Analytics

  Gartner Survey: CMOs’ Optimism Toward Recovery From Pandemic at Odds With CEOs’

  Seventy-three percent of CMOs expect the negative impact of the pandemic to be short-lived–but the rest of the C-suite doesn’t necessarily agree.

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  ROI | Metrics

  CFOs: The Marketer’s Key to the C-Suite

  Three key steps to developing a successful relationship with your CFO.

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  Data Driven ROI

  Three Ways Marketing and Technology Can Collaborate on Digital Transformation

  Three best practices to ensure optimal collaboration between your marketing and technology teams.

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  Engagement

  Getting to the C-Suite: How Six CMOs Rose to the Top

  Six CMOs share their journeys, lessons learned and the steps along the way that helped them get to the corner office.