For many b-to-b chief marketing officers and their marketing organizations, 2023 will be a crucible year. After three pandemic years, marketers are facing not only budget cuts and hiring freezes but also pressure from their C-suite to do more and do better. Much like their b-to-c counterparts, b-to-b CMOs are being asked to take the lead on nearly everything from innovation and customer experience to new business development, product strategy and channel management, data and analytics. And yet, many are worried for their jobs.
Though CMOs have gotten used to turbulence and volatility year after year, how they navigate 2023 could redirect the trajectory of their organizations, careers and even the marketing discipline for the next decade.
To better understand the unique challenges facing b-to-b marketers in 2023, we talked to analysts, researchers and consultants, as well as the CMOs representing professional services, ad tech, mar tech, IT software, risk