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Posted by Sheryl Pattek on December 19, 2013
As we end 2013 and look toward 2014, there is an old Japanese proverb that, in its simplicity, conveys some very profound truths. It goes something like this:
“If you sit on a rock for three years, it will get so warm that you will get used to it.”
What exactly does that mean? It means that accepting the status quo and staying within the familiar confines of 2013’s comfort zone can lead to complacency that CMOs cannot afford. The pace of change is accelerating all around you. Empowered business-to-business (B2B) customer behavior, the proliferation of engagement channels, and technology advancements all demand that B2B CMOs recognize, respond to, and exploit these changes — transforming them into opportunities for 2014 business growth.
So how do you get off those rocks and get ready to roll in 2014? Our recent report, “Predictions 2014: B2B CMOs Will Juggle Data, Brand, And Organizational Investments,” provides a prescription for three key initiatives that B2B CMOs must follow to prosper in today’s age of the customer:
As a B2B CMO familiar with leading complex initiatives, you know all too well that the future doesn't just happen. It's created by people like you who anticipate the future and lead the charge. In 2014, your success will depend on implementing a new marketing equation that is one part capable team, one part insight-backed strategy, one part brand and content creativity, and one part individual buyer engagement — all added together to propel growth.
As you begin 2014, ask yourself: “What rocks am I sitting on, what have I gotten used to, and what change am I resisting — or worse, ignoring?”