B2B Marketing Transformation: The CMO Speaks

  • Author(s) Vincent Rousselet
  • Published October 1, 2018
  • 7 Pages
  • Category Strategy & Planning, Marketing Operations
  • Type Member Research
  • 7 Pages
  • .PDF Format

The rise of the connected economy is pushing marketing to become more agile and collaborative, and pushing CMOs to develop and implement new visions for transforming marketing leadership, organization, and culture. 

This Viewpoint explores the priorities and initiatives of two marketing leaders as they move forward with their own organizational transformations: 

  • Mike Marcellin, Senior Vice President and Chief Marketing Officer, Juniper Networks
  • Ann Sung Ruckstuhl, Senior Vice President and Chief Marketing Officer, Unisys

The Viewpoint covers a number of strategic concerns, including the role of marketing in the business, investments in martech and data, new approaches to measuring marketing impact, the importance of strategic narratives and storytelling, and the joy of change.

This document is available at no charge to employees of an ITSMA member company. It’s also available for sale to non-members.
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