Own The Market, Not Just The Marketing: What CMOs Talked About Last Week

By Matt Heinz, President & Founder of Heinz Marketing
There’s an enormous difference between merely running the marketing at your organization and having responsibility for the addressable market.  One is tactical, the other – well, it drives the company’s direction, product strategy and future success.
Like I said, quite a difference.
And although historically the head of marketing has been called the Chief Marketing Officers in most B2B organizations, there’s a growing shift to keeping the acronym (CMO) and redefining it as the Chief Market Officer.
“There are three horsemen that drive the health, direction and success of most organizations – product, sales and market,” according to Kate Bullis at last week’s CMO Coffee Talks session.
“These roles answer, address and drive three critical questions – What is our market?  What will we sell to that market? And how will we sell it?”
Historically, product marketing has defined road map and opportunity.  What may have started