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:
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji