J. G. Navarro
Research expert covering advertising and marketing with a focus on South America
Get in touch with us nowLeading GTM areas of responsibility afforded to B2B CMOs worldwide 2024
As of June 2024, approximately 81 percent of business-to-business (B2B) chief marketing officers (CMOs) surveyed worldwide reported being fully in charge of the marketing communications strategy, making this their leading go-to-market (GTM) area of responsibility. Brand strategy ranked second, as 72 percent said they were fully responsible for that. Meanwhile, less than 30 percent of respondents claimed full responsibility for sales and distribution strategies.
