Turbulence for the CMO
Charting a path for the seamless customer experience Highlights from the 2012 Accenture Interactive CMO Insights survey
Pressure’s 1 The on for CMOs
40%
Nearly
4 in 10
of CMOs
CMOs feel unprepared
Consumers’ expectations for relevant experiences are having an impact on marketing strategy
see flat or declining market share
65
%
of CMOs agree
1 in 5 CMOs
ROl 2 The Disconnect
below average in quantifying return on investment
How can CMOs succeed with customers if they can’t measure the most effective strategies to use with them?
but 26% of CMOs say they are leading edge in building long-lasting customer relationships
Digital 3 The Disconnect
65
Digital orientation is weak at the exact moment it needs to be strong
$
%
of CMOs
68%
say digital focus is important throughout the company
...but only 7% say their performance is leading edge
of CMOs say it’s important to create value from digital channels
only 13% says their performance is leading edge High-growth companies use marketing service providers and specialized agencies to a greater extent than other companies
and 4 4Channels Partners proliferate The importance of the top 5 marketing channels has risen by at least 10 points over 2011 but effective usage the same
Satisfaction sags
64
%
of external partners weak on execution and delivery
56
%
of external partners don’t help transform the marketing organization
ways to improve 5 Four marketing performance Change the marketing operating model 53% of high-growth companies rely on organizational transformation to meet their marketing goals
Partners that can assist with execution, delivery and organizational transformation
say marketing will change fundamentally in the next five years
Build new skills internally One-quarter of CMOs dedicating 41-60% of employees to analytics and digital marketing
Drive digital orientation throughout the enterprise 16% of CMOs face performance barriers when working across the organization
Find out more www.accenture.com/cmo_insights
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