IBM recently published Redefining Markets: The CMO Point of View, which you can access freely at ibm.biz/cmostudy. It is one of the largest studies of its kind, surveying 723 CMOs globally.
For me, this study really highlights the fact that marketers are at the vanguard of creative disruption. The overall 2016 Global C-suite Study showed that new technologies are disrupting the status quo across industries and geographies. No enterprise is immune to this disruption, and the CMO is the role best suited in the C-suite to capitalizing on the new opportunities that are emerging. What is really interesting is that in the study, only 6 percent of the responding CMOs were found to be from “Torchbearer” enterprises. Torchbearer is defined as those organizations that are leading in financial return and innovation.
CMOs of Torchbearer organizations are 31 percent more likely to focus on presenting an authentic, consistent face…
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