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4 in 10 CMOs Feel Unprepared for Challenges Ahead [Infographic]

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Nearly four in 10 chief marketing officers (CMOs) say they do not have the right people, tools, and resources to meet their marketing objectives, according to a recent report from Accenture. That's a drop of 5 percentage points in preparedness from levels reported in Accentures' 2011 study.

CMOs also said they found it more difficult in 2012 to improve the efficiency of marketing operations (up 8 percentage points compared with 2011) and to improve their workforce's responsiveness to digital shifts (up 10 percentage points compared with 2011).

The report, Turbulence for the CMO: Charting a Path to the Seamless Customer Experience, was based on a survey of 405 senior marketers from 10 countries.

Additional key findings;

  • Profitable growth (87%) and operational efficiency (85%) remain the top business priorities for CMOs.
  • CMOs are being asked to support these objectives more than they are being asked to cut marketing budgets (58%).
  • Consumers' expectations for relevant experiences are having the longest-term impact on marketing strategy (65%).
  • Digital orientation, defined as working across the organization to infuse a digital focus in all business processes and functions, had the largest the spread between performance and importance among the five marketing capabilities assessed. 

For more, check out the following infographic:

About the research: The report was based on online surveys across 10 countries with 405 senior executives who are key marketing decision makers in their companies. Most marketers surveyed work for companies that have at least $1 billion in annual revenues.


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Ayaz Nanji is a digital strategy and content consultant. He is also a research writer for MarketingProfs. His experience includes working as a strategist and producer of digital content for Google/YouTube, the Travel Channel, and AOL.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Betty Tuppeny Sat Dec 21, 2013 via web

    Ayaz, I really enjoyed your post on CMO challenges including the points you mentioned about having the right tools, resources and people to meet marketing objectives. Domus, Inc. recently conducted a series of in-depth interviews with marketing decision-makers to understand their unmet marketing needs. Our research results align with the findings in this article including digital orientation, profitable growth and operational efficiency.

    The Domus, Inc. research shows that clients need an agency resource to help them with their problem projects (projects that just aren’t getting done), simplify and monetize digital marketing and generate new revenue streams. You can read more about our research study on client unmet needs at http://bit.ly/Jbw67m - Betty Tuppeny, CEO, Domus, Inc.

  • by Ram Mon Jan 27, 2014 via web

    Nice infographic Ayaz. Demonstrating ROI seems to have been consistently at the top when it comes to CMOs biggest concerns. A lot of concerns and goofups can be avoided with some careful treading however. I was reading a post that enumerated a few points http://bit.ly/1iykprG Thought it was worth sharing

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