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Are CMOs                                             Go to CMO study


                                                 ready for
                                                    the digital
                                                 marketing era?
                                                        Introducing the largest study of its kind
                                                        featuring the wisdom of over 1700 CMOs

                                 and they
                                                Top 6 factors impacting marketing
                                                       Customer collaboration & influence (68%)
                                Share
                                                       Growth of channel & device choices (60%)

                                                       Social media (57%)

                                                                         ROI accountability (47%)

                                                                    Decreasing brand loyalty (43%)
Today’s empowered
  and connected                                              Shifting consumer demographics (37%)
  customers have
   your brand in                   their
    their hands                    views




 79%
                                 Top 5 areas of unpreparedness

                                                                         Growth of        Shifting
                                     Data                Social          channel         consumer          Financial
      of CMOs feel
    underprepared to               explosion             media           & device          demo-          constraints
  manage the impact of                                                    choices        graphics
key changes in marketing


        Most CMOs are struggling to provide numbers to
       demonstrate the return on investment for marketing

                                                Market insight


                                                       82%               80%             74%               64%
        PROBLEM:
     CMOs still focus                               Market
                                                   research
                                                                     Competitive
                                                                    benchmarking
                                                                                         Customer
                                                                                         analytics
                                                                                                          Marketing
                                                                                                        team analysis
    on understanding                            Individual insight
      markets rather
     than individuals                                                       42%
                                                                                                                26%
                                                 48%
                                                  Consumer-           Third-party
                                                                                       40%
                                                  generated            reviews &        Online
                                                                                                           Blogs
                                                   reviews             rankings      communications



Over 75% of CMOs
plan to increase
the use of
technology via:                            Customer
                                           analytics          CRM         Social media    Mobile apps
                                                                                                           Content
                                                                                                         management


Top 5 obstacles preventing new strategies
                                    Cost
                                   (72%)                                      Lack of ROI
                                                                               certainty
        Tool                                            Lack of skills                                   Lack of
                                                                                 (61%)
  implementation                                           (46%)                                     marketing and
      issues                                                                                          IT alignment
       (47%)                                                                                              (45%)




      PROBLEM:
                                                market by                                    build
   Most CMOs report                                                         not to
                                                segment                                  relationships
    using data to



      But most CMOs expect loyalty to be top priority
CMOs view on key measures for determining success by 2015



     63%                58%            48%                 45%              42%             42%             38%
Marketing ROI          Customer     Conversion rate Overall sales         Marketing-     Revenue per     Social media
                      experience    new customers                         influenced      customer          metrics
                                                                             sales


The CMO’s view on marketing capabilities for personal success
                        Leadership abilities (65%)
                                                                      CMOs regard financial
                        Voice of the customer insights (63%)
                                                                      know-how, technological
                        Creative thinking (60%)
                                                                      savviness and social
                        Cross-CxO collaboration (49%)
                                                                      media expertise as
                        Competitive trends insights (45%)
                                                                      specialist skills, requiring
                        Technological savviness (28%)
                                                                      the involvement of
                        Social media expertise (25%)
                                                                      dedicated professionals.
                        Finance skills (16%)




Source: 2011 IBM CMO Study   ibm.com/cmostudy/uk                                                     Go to CMO study

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CMO Infographic

  • 1. Are CMOs Go to CMO study ready for the digital marketing era? Introducing the largest study of its kind featuring the wisdom of over 1700 CMOs and they Top 6 factors impacting marketing Customer collaboration & influence (68%) Share Growth of channel & device choices (60%) Social media (57%) ROI accountability (47%) Decreasing brand loyalty (43%) Today’s empowered and connected Shifting consumer demographics (37%) customers have your brand in their their hands views 79% Top 5 areas of unpreparedness Growth of Shifting Data Social channel consumer Financial of CMOs feel underprepared to explosion media & device demo- constraints manage the impact of choices graphics key changes in marketing Most CMOs are struggling to provide numbers to demonstrate the return on investment for marketing Market insight 82% 80% 74% 64% PROBLEM: CMOs still focus Market research Competitive benchmarking Customer analytics Marketing team analysis on understanding Individual insight markets rather than individuals 42% 26% 48% Consumer- Third-party 40% generated reviews & Online Blogs reviews rankings communications Over 75% of CMOs plan to increase the use of technology via: Customer analytics CRM Social media Mobile apps Content management Top 5 obstacles preventing new strategies Cost (72%) Lack of ROI certainty Tool Lack of skills Lack of (61%) implementation (46%) marketing and issues IT alignment (47%) (45%) PROBLEM: market by build Most CMOs report not to segment relationships using data to But most CMOs expect loyalty to be top priority CMOs view on key measures for determining success by 2015 63% 58% 48% 45% 42% 42% 38% Marketing ROI Customer Conversion rate Overall sales Marketing- Revenue per Social media experience new customers influenced customer metrics sales The CMO’s view on marketing capabilities for personal success Leadership abilities (65%) CMOs regard financial Voice of the customer insights (63%) know-how, technological Creative thinking (60%) savviness and social Cross-CxO collaboration (49%) media expertise as Competitive trends insights (45%) specialist skills, requiring Technological savviness (28%) the involvement of Social media expertise (25%) dedicated professionals. Finance skills (16%) Source: 2011 IBM CMO Study ibm.com/cmostudy/uk Go to CMO study