What’s the future of the CMO? What does it rely on? The new 2011 IBM Global CMO Study of 1,700 chief marketing officers from 67 countries and 19 industries shows that CMOs recognize the now-permanent shift in customer engagement, but lack confidence in managing the change.
The study also shows that the measurement of marketing efforts will be critical, but CMOs are unsure about the most effective tools to do the job. And the increasing influence and use of social media and the CMOs’ ability to harness ‘unstructured data’ are also keys to the future success and strength of a CMO's position within their company. But the study also indicates there will have to be profound changes to traditional product and brand marketing to get there - and most CMOs admit that they are not prepared at this point in time.
Review all of the findings at: http://finance.yahoo.com/news/IBM-Study-Digital-Era-prnews-2110039482.html?x=0&.v=1