The unique nature of B2B marketing – compounded by the mainstream adoption of digital buying, data-driven marketing, and technology enabled selling channels – have transformed the commercial model. These dynamics have rendered established models for planning, allocating, and deploying media-led growth programs inadequate to effectively manage the complexity of modern marketing. This has many CMOs struggling to allocate and align their investments in paid, earned, and owned media to accelerate growth, maximize customer lifetime value, and differentiate their brands. To help B2B CMOs better understand and address these issues, our faculty is undertaking a Connected Media Strategy research initiative to identify the best practices for managing, optimizing and maximizing the impact of media programs in a modern commercial model.