From Stretched
to Strengthened

Insights from the IBM Global CMO StudyRegister to get your copy

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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 organizations they’re dealing with, and share their views with hundreds of thousands, if not millions, of fellow customers. The expectations of consumers, citizens and business customers are soaring. And they can make or break brands overnight.

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 organization’s behavior 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.

Executive summary

Insights from more than 1,700 CMOs – read the Executive Summary

Get the IBM Global CMO Study Executive Summary (719KB)

CMOs and CIOs

Acquaintances or allies?

As Marketing moves to leverage information technology the need for CMO and CIO collaboration has never been greater

The changing role of the CMO - October 14, 2011, 9 am ET

Register to listen to the replay of the panel discussion with Jon Iwata, IBM Senior VP, Marketing and Communications, Elisa Steele, Exec VP & CMO at Yahoo! Inc., and Aaron Davis, CMO at Schneider Electric, moderated by Angelia Herrin, Editor, Harvard Business Review. The panel will discuss the evolving role of the CMO and findings of the IBM Global CMO Study.

Managing marketing change and complexity: Successful new strategies for CMOs – October 11, 2011, 10 am ET

Listen to the webinar featuring exclusive results from the 2011 Global CMO Study. Webinar host is Stephen Saunders, thecmosite.com, with Craig Hayman, General Manager of Industry Solutions IBM, and Peter Korsten, Global Leader of the IBM Institute for Business Value.

Listen to this webcast

Analysts take part in a 3D briefing and Q&A session on the CMO Study

Watch replay of analyst virtual briefing

Digital era transforming CMO’s agenda, revealing gap in readiness

Read the press release

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