IDC 2014 CMO Predictions

The Chief Marketing Officer cannot avoid broader responsibility as the digital customer experience bursts traditional boundaries. IDC predicts that by 2020, marketing organizations will be radically reshaped. The core fabric of marketing execution will be ripped up and rewoven by data and marketing technology.

What actions will you take in 2014 to gain the most from this future opportunity? Here are the IDC CMO Advisory Service views on the long-term industry trends and new themes that may be on the horizon that will most impact the role of the CMO.

 

To hear more, listen to a replay of our December 17th webinar.

• Prediction 1 – The CMO role becomes "open for definition" as today's CMO job description becomes considerably more complex and critical.
• Prediction 2 - Innovative CMO and CIO pairs will throw out the rule book when it comes to IT's support of Marketing
• Prediction 3 - By 2020, the Marketing function in leading companies will be radically reshaped into three organizational "systems" - content, channels, and consumption (data)
• Prediction 4 - The best marketers will understand that "Content Marketing" does not equal "Thought Leadership"
• Prediction 5 - Multi-channel coverage becomes an opportunity and a challenge area, as CMOs integrate media silos
•  Prediction 6 - 80% of customer data will be wasted due to immature enterprise data "value chains"
•  Prediction 7 - By the end of 2014, 60% of CMOs will have formal recruiting process for people with data skills
• Prediction 8 - Only 20% of marketers will receive formal training on analytics and customer data management
• Prediction 9 - Fragmented marketing IT point products and low adoption rate will inhibit companies' ability to win customers
• Prediction 10 - Digital marketing investment will exceed 50% of total program budget by 2016

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