B2B Brands Introduce New Leadership Roles to Redefine Marketing Strategy

What's Happening?

B2B companies are increasingly introducing new leadership roles such as head of marketing and Chief Marketing Officer (CMO) to adapt to evolving business priorities. According to the 2025 State of B2B Marketing research, 10.6% of surveyed marketers have added a head of marketing position, while 6.2% have created a CMO role in the past year. Additionally, roles like chief growth officer, chief revenue officer, and chief customer officer are being introduced to reset the relationship with marketing. This shift reflects a strategic update aimed at redefining marketing as a growth engine and elevating it to the C-suite level.

Why It's Important?

The introduction of these roles signifies a broader strategic shift in how B2B companies view marketing. By redefining marketing as a growth engine, these firms aim to enhance their competitive edge and drive business growth. The move to elevate marketing roles to the C-suite indicates a recognition of marketing's critical role in shaping business strategy and outcomes. Companies that successfully integrate these roles may benefit from improved alignment between marketing and business objectives, potentially leading to increased revenue and market share.

What's Next?

As B2B companies continue to adapt their marketing strategies, the focus will likely be on integrating these new roles into existing structures and ensuring they contribute effectively to business growth. Companies may need to invest in training and development to equip these leaders with the skills necessary to drive strategic change. Additionally, the success of these roles could lead to further restructuring within organizations, as they seek to optimize their marketing functions and align them more closely with business goals.

Beyond the Headlines

The shift towards redefining marketing roles may also have cultural implications within organizations. As marketing becomes more central to business strategy, there may be a need for a cultural shift to embrace marketing as a key driver of growth. This could involve changing perceptions of marketing within the company and fostering collaboration between marketing and other departments to achieve common goals.