The Revenue Marketing Report
Why the Gap Between CEO & CMO Is Growing in B2B
Apr 8, 2024
Eric Westerkamp, CEO at CaliberMind, discusses the widening gap between CEOs and CMOs in B2B, challenges in demonstrating marketing's value to sales, navigating ROI hurdles, building trust through data-driven decisions, and exploring correlations in marketing activities on online advertising platforms.
19:17
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Quick takeaways
- Marketers struggle to show impact on revenue; need to bridge gap between CEOs and CMOs.
- Collaboration between sales and marketing is essential; aligning activities with revenue generation is crucial.
Deep dives
Growing Gap Between CMOs and CEOs
The growing gap between CMOs and CEOs is attributed to the increasing data-driven nature of organizations, particularly tech firms. CEOs and CFOs heavily rely on data for decision-making, focusing on metrics like net revenue retention and gross revenue. This data-driven approach contrasts with the challenges faced by marketers in showcasing the effectiveness of their strategies, especially in linking marketing efforts to revenue growth. The trust issue between CEOs and marketers arises from the difficulty in providing concrete data-driven evidence of marketing's impact on financial outcomes.
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