B-TO-B CMOS TACKLE DATA, CONTENT IN 2016; Top marketers say they'll face a myriad of challenges in the new year, including reaching millennials and ensuring employees receive digital training

In an Ad Age virtual roundtable, Maggie Chan Jones, CMO of SAP; John Kennedy, CMO of Xerox; and Karen Quintos, CMO of Dell, discuss their marketing priorities for 2016. Quintos points out there are millennial, next-generation set of customers who live in an all-mobile, all-social world, and existing customers who live in both worlds. She says the challenge is figuring out how to bring it all together so that customers are consuming content, materials and thought leadership in the way they want to do it. Meanwhile, Kennedy says Xerox is moving more of its marketing budget toward content, marketing automation and sales enablement. Jones says the way SAP looks at budgets is around audiences, around the customer journey and the markets SAP is in.