Uploaded August 2010 | Updated September 2026, 3 weeks ago
With the emergence of the role of CMO in the b-to-b space, organizations have begun to realize the value of aligning all marketing resources, including budget, to the CMO. Over the past 10 years, we have also seen technological advances that have allowed marketers to use an integrated marketing communications approach and more-targeted digital channels to have an intimate understanding of their target audiences and develop stronger, more predictable customer relationships. As a unified function with a single strategy to support the business, an integrated communications approach and today's technological resources, marketing has earned 'a seat at the table' as a strategic function delivering value within the organization."
With the emergence of the role of CMO in the b-to-b space, organizations have begun to realize the value of aligning all marketing resources, including budget, to the CMO. Over the past 10 years, we have also seen technological advances that have allowed marketers to use an integrated marketing communications approach and more-targeted digital channels to have an intimate understanding of their target audiences and develop stronger, more predictable customer relationships. As a unified function with a single strategy to support the business, an integrated communications approach and today's technological resources, marketing has earned 'a seat at the table' as a strategic function delivering value within the organization."
