CMOs in the Spotlight

The pressure to demonstrate ROI, always intense, is a continuing concern for CMOs faced with new channels and increasingly empowered customers. A comprehensive new IBM study, From Stretched to Strengthened, describes the challenges shared by over 1,700 CMOs in 64 countries, including “universal game-changers: the data explosion, social media, proliferation of channels and devices, and shifting consumer demographics.” It’s enough to make anyone feel overwhelmed, but the report does offer some lifelines.

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