C-suite leaders (CxOs) say changes in technology are dramatically affecting their operations and forcing them to overhaul every aspect of their business, according to a new report by IBM.

In the next three to five years, the vast majority of CMOs want to integrate their cross-channel touchpoints (87%), enhance their use of analytics to capture customer insights (83%), and use social networks to foster collaboration (78%), the IBM Global C-suite Study found.

CMOs aren't alone: Four-fifths of CIOs aim to digitize their front offices within the next few years to sync with customers more effectively, and 84% plan to add new mobile means of interacting with customers, according to the research.

However, despite recognizing the importance of technological changes, C-suite leaders are struggling to strike the right balance between the social, digital, and physical worlds, IBM said.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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

Twitter: @ayaznanji