The Global CMO Study - Technology meets marketing

How are CMOs gearing marketing people, programs and processes to understand individuals and not just markets?

The widespread consumer adoption of technologies such as mobile devices, social networking, comparison shopping and advertising filters, is challenging traditional marketing models. While this is a growing concern for many companies, marketing is one of the few remaining spaces to undergo major technology-driven transformation. This is something that you can leverage, rather than fear. Social media listening tools, marketing automation and other types of marketing software can make your life as a CMO a lot easier and they should be a part of your marketing strategy.

We've now translated the key findings from the study into an infographic.

View the CMO Study infographic in full (844KB)

Personal Viewpoints from Marketing Leaders

How can marketing leaders use intelligence to differentiate their organisations? In this video, Caroline Taylor, VP of Marketing & Communications at IBM in the UK, shares her insights on the evolving role of marketing organisations and marketing leaders - in making markets, connecting with consumers, building a robust sales pipeline and managing corporate culture.

Watch the video interview of IBM's Marketing VP in full (00:05:39)

Watch the short version of IBM's Marketing VP video interview (00:01:52)

Andy McFarlane, Head of Marketing, Vodafone Global Enterprise

How do you engage with your customers as individuals? Listen to Andy McFarlanes views on reaching customers in the appropriate way for where they are.

Martyn Christian, CMO, Kofax, discusses his role and the IBM CMO Study

Research and insights

Customers. Data. Social media skills.

These face-to-face conversations formed the basis of our most recent CMO and CIO C-suite studies. As part of the ongoing IBM C-suite Studies Series, we’ve explored the response data to better understand how CMOs and CIOs are working together to support their organisations’ initiatives.
Learn more
How are you gearing your marketing people, programs and processes to understand individuals not just markets? Which tools and processes are you investing in to better understand and respond to what individual customers are saying and doing?

Download Customer centricity:from insight to action (98.3KB)
In today's fast-moving digital world the race is on for companies to present a cohesive service to their customers. Bill Payne draws from IBM's latest CMO study to outline why delivering a unified customer experience is critical to gaining significant competitive advantage

10 Challenges to delivering a unified customer experience (430KB)
Virtual Relationships
Why banks should be friends with social media

Get your copy of the Banking and Social Media paper
Learn more about how Social Media Analytic techniques can assist in delivering insight, derived through Social listening and predictive analytics techniques to deliver a better consumer experience.
Smarter Channels. Which channel will you bet on?

Download "Thought Leadership White Paper - Smarter Channels" (PDF, 880KB)