Businesses and public entities today face increasing pressure to develop...
From Stretched to Strengthened
Today’s customers can shop around the globe, find out more than ever before about the organisations they’re dealing with and share their views with hundreds of thousands, not millions, of fellow customers.
Their expectations – be they consumers, citizens or business customers – are soaring. And they can make or break brands overnight.
So how are CMOs faring amid such turbulence? We conducted face-to-face interviews with 1,734 CMOs, spanning 19 industries and 64 countries, to find out what they are doing to help their enterprises cope with the fundamental shifts transforming business and the world.
Our CMO Study is the latest in IBM’s series of C-suite Studies, encompassing interviews with more than 15,000 top executives over the past seven years. The study casts light on the challenges public and private sector CMOs confront – and the opportunities they envision – in increasingly complex times. It also illustrates how closely CMOs’ perception of the marketplace mirrors previous assessments by CEOs.
Like the business leaders we interviewed in our CEO study, CMOs think market and technology factors are the two most powerful external forces affecting their organisations. And, like CEOs, they feel anxious about the complexity that’s on the horizon. Four out of five CMOs we talked with anticipate a high or very high level of complexity over the next five years, but only half feel ready to handle it.
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