The CMO’s Achilles' Heel
SBI Growth
OCTOBER 19, 2013
'The Achilles'' Heel is defined as a fault or weakness that causes or could cause someone or something to fail. B2B CMO''s largely do not have direct reports with expertise in demand generation. This is a major weakness heading into 2014. The pressure to provide marketing contribution to the funnel is greater than ever. The specialist roles involved in executing world class B2B marketing in 2014 is complex.
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