This is one of the most exciting and challenging times
to be a CMO.
Why? The CMO is expected to meet sales targets and demonstrate return on marketing investment, while also providing vision and leadership and delivering on innovative, breakthrough initiatives. To add to these challenges, the technology being used by customers is changing at a rapid pace, requiring CMOs to make sure their strategies keep pace with the changing customer behavior.
In The Agile Enterprise Marketer, IBM outlines the many, and often conflicting, demands being made on the modern CMO, and why successful CMOs are adopting "multiple minds" to balance their growing responsibilities. The CMO Insights paper demonstrates how some marketers are seizing new developments, including Web 2.0, social networking, and event-based marketing, to increase marketing's impact and effectiveness. The CMO Insights study also provides a framework for creating a forward-looking marketing vision that is responsive to both external challenges and internal demands.
