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I was delighted to see in BtoB Magazine’s 10th Anniversary issue that one of the major trends over the past 10 years in the business-to-business space is the rise of the CMO. Admittedly biased, the addition of this key function to the c-suite is a must for any company who really is serious about growth in today’s marketplace. If marketing is all about creating and retaining customers, pray tell me, how can the CMO role not be critical?

As the article stated, “The CMO is really a business strategist and the owner of the customer experience who has the ability to work with every facet of the organization to optimize the customer experience.” Many companies give lip service to being “customer centric” but have not taken the necessary steps of having a key internal champion in the c-level suite (the CMO) to truly be so. Until they do, it will continue to be lip service, and the company will continue to get less than optimal results in the marketplace.

No doubt it’s been a transition for many CEOs to come to recognize that a very good CMO is worth his or her weight in gold. I have personally found that there is a direct correlation between the value that a CEO places on marketing and the value they place on a CMO. Those of us in marketing should then take heart that the CMO position has become increasingly important over the past decade and that more and more companies are seeing the real value of outstanding marketing. However, the CMO function is also one of the most challenging positions, with tremendous expectations to produce results like never before.

I’ll have several things to say in my next blog about these expectations and what that means for the CMO. Stay tuned…

There’s a song from the musical/movie Evita that starts “And the money kept rolling in from every side.” Well, it hasn’t exactly been money, but the awards and honors? They seem to keep on coming for us here at VantagePoint, and for that we’re very, very grateful.

We were recently honored to learn that BtoB magazine, the journal for business-to-business marketers and agencies, named VantagePoint to their national Top Agencies list for the third time. Criteria for selection included b-to-b client percentage, new clients, innovative work, and service capabilities.  What makes the honor that much more exciting to us is that we were one of only four marketing agencies in both North and South Carolina to be named to the list.

And just this week, we learned that we’ve won at least one award from the South Carolina chapter of the Public Relations Society of America. (We’ll get the final results later in April.) Add in the Addy award we won a few weeks ago and last fall’s 31 BMA Carolinas awards, including Agency of the Year, and it’s been a good season for us.

We’re truly grateful for our clients that let us do outstanding work, and equally as grateful when that outstanding work leads to great results for our clients.

I was reviewing the top 100 B2B advertisers list that was published in a “recent” issue of BtoB Magazine. (Yes, I’m a bit behind on my reading). The list reinforced for me what I have known for a long time: market leaders are also marketing leaders. While that may seem to be stating the obvious, I am not convinced a lot companies, especially in the b-to-b space, fully grasp the direct correlation. So here is a challenge for you:

Read the rest of this entry »


We’ve long suspected it would happen and that it wasn’t just a fad for consumer marketing. And now there’s evidence to prove our suspicions: according to the most recent (July 20, 2009) issue of BtoB magazine, social media use is soaring — up nearly 400% — among b-to-b marketers. Read the rest of this entry »

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VantagePoint's integrated approach to b-to-b marketing combines keen insight with bright ideas to strengthen your brand's market impact, no matter what the economy. Let us help you get a fresh perspective.

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