14 core questions to drive marketing’s transformation into a business partner | Letter to CMOs in complex B2B vol 6, 2026
Our client said it best.
“I thought before the engagement that the biggest value comes through your answers. But now 3 months in, the biggest value has been your questions and how those have helped me see our function from a totally different angle.”
Our role as advisors is twofold. We need to know when to challenge, when to ask questions, and when to provide options that move you further.
As many of you are just 3–4 months before the next yearly budgeting and planning starts, we’ve gathered the questions that have received the most praise and are, based on our experience, the most important to get right when you want to develop a stronger marketing function and become an important business partner.
Go through them and test yourself. Could you answer them? What feels challenging and what question feels easy?
