Research: Successful CMOs have Fundamentally Changed the Sales and Marketing Relationship

It goes without saying that in recent years, the rise in marketing technology has created a resulting accountability for marketers like never before. Somehow there’s still tension between marketing and sales on their contribution to the pipeline. According to Forrester’s research, however, successful CMOs (the top 21 ranked by them) have taken a new approach to the sales-marketing dynamic.

First and foremost, they see the sales role as an extension of their own. Instead of salespeople being contractual, paper-pushing colleagues, they’re seen as craftsmen, carefully customizing the company’s value prop for each individual decision-maker.

Top-performing CMOs also shifted theirs and their team’s thinking from “passing leads” to “sharing the buyer’s context”. For them, it’s not about collecting the contact info and moving on to the next target. It’s about working collaboratively with the sales team to arm them with the best information and work in tandem to customize the company’s value prop.

Lastly, they are also visualizing marketing programs around the customer’s lifetime and not just their path to purchase or worse, just the path to sales. Successful CMOs know the long-time value of the customer and work with the sales and customer team to provide valuable content to keep them engaged in the long term.

Learn more about Forrester’s research and how CMOs can help create sales and marketing collaborate for maximum performance in this report:

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