Time for CMOs to rise up and take their place in the post-pandemic recovery — A Summary of Forresters Global Marketing Survey

2020 — a year we will never forget — the arrival of Covid 19 saw businesses across the world being thrown into crisis, and life as we knew it was turned on its head in a matter of weeks.

While some were able to adjust their sails and keep their business afloat, others, some fresh out of the starting blocks, tanked within weeks. The fortunate few who found themselves ideally placed to service this completely different market, flourished.

It is no surprise then that this year’s Forrester 2021 Global Marketing Survey revealed that marketing leaders across the globe are now focusing their marketing strategies on recovery, and that they are having to do it in a vastly different landscape to the one that existed pre-pandemic.

Not only have business models evolved to survive and technology radically changed in the last two years but most notably buyer behaviour has undergone a dramatic change. B2B organisations recognise this and to get the edge on their competitors they are looking to their CMOs to lead the charge towards recovery in a post-pandemic world.

More than ever before, business is focused and committed to delivering what customers want, so they are now looking to their marketers to provide data and insights on what makes their customers tick and to deliver exceptional processes that meet their needs at every touchpoint. It is key therefore for B2B marketers to fully understand the complexity of their…