It's 'Return to Anxiety' for B-to-B CMOs' 2023 Planning Season

When your main consumer has a chief financial officer, the marketing tools need to be extra sharp—especially in this economy

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Wasn’t this supposed to be the start of the second Roaring Twenties?

CMOs have gotten no respite as various crises have accumulated over the past two years. Hope for a light at the end of the pandemic tunnel faded when supply chain troubles persisted. This year, inflation and the worsening economic outlook have placed 2023 planning under even greater pressure.

B-to-b CMOs, in particular, are contending with an additional array of pain points their consumer-facing counterparts don’t have, according to Barbie Mattie, vp and principal analyst at Forrester.

“I don’t want to dismiss the myriad problems our b-to-c compatriots face, but there are a few challenges that are unique to b-to-b CMOs and marketing leaders,” Mattie said.

Managing attribution is one acute area of difficulty for b-to-b CMOs.



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