CMO Study 2011 Infographic. Are CMO's ready for the digital marketing era? Full study can be obtained here: https://www14.software.ibm.com/webapp/iwm/web/signup.do?source=csuite-EMEA&S_PKG=UKCMOregform&S_TACT=GB1BA37W

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