Hear from more than 1,700 Chief Marketing Officers
Today's customers can shop around the globe, find out more than ever before about the organisations they're dealing with, and share their views with hundreds of thousands, if not millions, of fellow customers. 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 esasier and they should be a part of your marketing strategy. But finding the right balance of resources to budget is where the art of marketing management comes in.
After face-to-face interviews with 1,734 CMOs, spanning 19 industries and 64 countries, we know CMOs are feeling stretched, but we also heard great excitement about the future of marketing. These conversations and our in-depth analysis of study findings underscore the need to respond to three new realities:
- The empowered customer is now in control of the business relationship
- Delivering customer value is paramount - and an organisation's behaviour is as important as the products and services it provides
- The pressure to be accountable to the business is not just a symptom of hard times, but a permanent shift that requires new approaches, tools and skills.
Hear from more than 1,700 Chief Marketing Officer
We've now translated the key findings from the study into an infographic.
Executive summary
Insights from more than 1,700 CMOs - read the Executive Summary
Compare your organisation
Use the CMO Study assessment tool to answer a subset of the questions we asked of more than 1,700 CMOs, then view your results against the global sample, your industry and your region.
Link to assessment tool: How does your organisation compare?
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.