Chief marketing officers at enterprise B2B companies say their top strategic goals are to improve the customer experience, ensure their teams have the right skills, and generate leads/sales, according to recent research from Modern.
The report was based on data from a survey of 300 CMOs who work for B2B companies with 1,000 or more employees in the United Kingdom and the United States.
Some 48% of respondents say delivering a better customer experience is a top strategic priority over the next 18 months (up from 31% who said the same in a 2022 survey), 39% say upskilling their team is a top strategic priority (up from 30% in 2022), and 37% say generating leads/sales is a top strategic priority (up from 27% in 2022).
Enterprise B2B CMOs say the top areas they want to influence in their current role are growth (30% cite) and the customer experience (21%).
Enterprise B2B CMOs say their top martech priorities over the next 18 months are to develop a technology strategy (46% cite) and to enhance their capabilities around data (41%).
About the research: The report was based on data from a survey of 300 CMOs who work for B2B companies with 1,000 or more employees in the United Kingdom and the United States.
