Move from the Backseat to the Shotgun Position: The New Mandate for B2B CMOs

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Too many B2B marketing organizations have devolved into tactical production shops on the margins of their companies. In order for a company to realize the strategic and financial benefits of being a “market-driven” firm, marketing needs to achieve something called “operational relevance.” CMOs need to start calling “shotgun!” to make the move to the front seat.

Mark Vigoroso, SVP, Global Marketing & Alliances at Servigistics and TAG Marketing’s 2011 CMO of the Year has recently founded The Shotgun! Project (www.mvshotgun.com), a community of management innovators charting a path for the CMO in product management, sales, and customer service operations. Mark will be sharing the Shotgun! vision and facilitating a discussion around practical methods for marketing executives to achieve operational relevance. Mark also hopes to include perspectives from Webinar participants in the book he’s writing on this topic.

Presenter: Mark Vigoroso
Mark W. Vigoroso has spent more than 15 years in marketing and strategy leadership positions at B2B companies large and small. He is currently SVP of Global Marketing & Alliances at Servigistics (www.servigistics.com) and also founder and president of The Shotgun! Project (www.mvshotgun.com). He earned his MBA from Northwestern University’s Kellogg School of Management, with concentrations in finance, marketing, and strategy, and was named 2011 CMO of the Year by the Technology Association of Georgia (TAG).

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