One area I consistently see CMOs divided on in their efforts to compete is the value of social media. I think it is incredibly short-sighted of any CMO, whether in B2B or business-to-consumer (B2C) to discount its value and say it is irrelevant to their marketing efforts. Really? Since when is this proliferating set of communication channels and platforms irrelevant? Since when is it irrelevant to connect with customers how they want to learn?