B2B CMOs are Responsible For What GTM Areas?
Despite their critical role in driving revenue and business growth, B2B CMOs struggle to secure a strategic voice at the board level. A recent study by Transmission and NewtonX reveals that fewer than half of CMOs present product and pricing strategies at board meetings, limiting their influence on key business decisions. While 88% of CMOs report that their CEO values their contributions, nearly half (49%) feel their strategic impact outside of marketing is not recognized. This disconnect indicates that while CMOs are seen as vital to branding and communications, they often lack control over broader business levers such as product (42%) and pricing strategy (32%).
One major issue preventing CMOs from securing a strategic role is their limited financial acumen. Only 16% of CMOs consider themselves “financially savvy,” and fewer than 40% feel comfortable contributing to financial discussions in leadership meetings. This lack of confidence extends to key business metrics like EBITDA and operating margin, with only 31% of CMOs reporting on EBITDA during board meetings. As board roles often require financial expertise, CMOs who cannot connect marketing strategies to financial performance struggle to earn a place in high-level strategic conversations.
Another barrier to board readiness is a lack of networking. The study finds that 75% of CMOs spend less than 20 hours per month networking with senior executives and board members, and half admit their board profile is weak. This lack of engagement reduces their visibility and access to key decision-makers, further marginalizing their role in business strategy. As a result, only 2% of CMOs are classified as “Advanced” in board readiness, while most (54%) remain in the “Establishing” phase, where they are still building the skills necessary for higher leadership roles.
Key Actionable Takeaways:
Expand Your Influence Beyond Marketing – Advocate for a broader role in product development, pricing strategy, and revenue growth to establish yourself as a business leader.
Strengthen Financial Literacy – Develop a deep understanding of key financial metrics like Customer Acquisition Cost (CAC), Customer Lifetime Value (CLTV), EBITDA, and operating margin to better align marketing strategies with business objectives.
Improve Board-Level Communication – Learn how to present marketing impact in financial terms and tie campaigns directly to company revenue and profitability to increase credibility with leadership.
Take Ownership of Go-to-Market Strategy – Position yourself as a strategic decision-maker by leading cross-functional collaboration between product, sales, and finance teams.
Invest in Executive Networking – Dedicate more time to building relationships with board members, C-suite executives, and industry leaders to increase your visibility and credibility.
Develop Stronger Data and Analytics Expertise – Use data-driven insights to showcase how marketing contributes to business growth, customer retention, and competitive advantage.
Align Marketing with Sales Objectives – Work closely with sales teams to ensure marketing efforts translate into measurable pipeline growth and revenue impact.
Advocate for a Seat at the Strategy Table – Push for regular involvement in board meetings and business planning discussions to elevate marketing’s role in decision-making.
Create a Personal Board-Readiness Plan – Identify key competencies needed for board participation, such as financial training, leadership development, and public speaking.
Leverage Thought Leadership – Publish insights, participate in panel discussions, and contribute to industry reports to position yourself as a marketing leader with strategic business impact.
