IBM recently released “From Stretched to Strengthened: Insights from the Global Chief Marketing Officer Study”.
The executive summary is here. To obtain the full text, go to: http://www935.ibm.com/services/us/cmo/cmostudy2011/cmo-registration.html .
The most compelling finding is the first: CMO Underpreparedness. Thematically, it fits a number of opinions expressed in the 4ScreensMedia online journal. Data, devices and social/digital media are three of the most challenging areas for a CMO to understand and leverage. This triad, if you will, is characterised by exponential growth, the shortest of product lifecycles and the problematic aspect of measurement.
I highly recommend you read the report especially as a marketing professional. Getting a perspective on what’s on the mind of the global CMO is extremely valuable when it comes from a large and respected firm such as IBM.
As much as technologists are shedding light on the marketing function, marketers ought to be doing some listening of their own and thinking like ‘marketing technologists’.
– Ted Morris, 4ScreensMedia