Learn how leading CMOs are reinventing their organizations and processes right now -- building up value by breaking down industry boundaries, internal silos, and expected marketing conventions.

1. CREATIVE
DISRUPTION
’’“
50%
67%
80%
80%
+
50%
“’’
Successful marketing organizations are
increasingly built on data made actionable
through next-generation capabilities.
With the help of systems that think with
humans, CMOs are more consistently
anticipating needs, adapting to changes
and getting their messages and offerings
to market first.
Rethink the way you
think—empowered by data
and cognitive computing.
of leading CEOs believe cognitive
computing will revolutionize their
business in the next three to five yearsBusiness leaders will start to
use big data for ‘big empathy,’
and look to artificial intelligence
to become more emotionally
intelligent, both about their
customers and employees.
–
Tim Leberecht
Author, The Business Romantic We need to become ‘math men,’ not
‘mad men,’ and rely on analytics rather
than gut feel.
–
CMO, Australian consumer products company
Sources:
Redefining Markets: The CMO Point of View, Redefining Ecosystems: The COO Perspective, Marketing is a (Buyer) Journey, Not a Destination, The Experience Revolution,
6 Data-Driven Leadership Trends for 2016, Redefining Competition: The CEO Point of View, Redefining Boundaries: The Global C-suite Study
Turn digital disruption
into a platform for
strategic growth.
The rise of disruptive technologies is
breaking and remaking the rules
of engagement. Now competitors
are becoming partners, customers are
becoming co-creators, and marketing
leaders are becoming orchestrators
of the dynamic digital ecosystems
that emerge.
of all CMOs intend to
reassess their strategies due
to technological disruption
of companies surveyed
plan to augment their
physical experiences with
custom mobile apps
in the next 12 months
of companies expect to have IoT apps
in the field by the end of 2016
2/3 of all CMOs see richer customer
experiences as their top priority
The CMO has to become the custodian of
the customer experience, not just the head
of the ‘arts and crafts’ department.
–
CMO, Global brand management company
expected increase in spending
by marketers on each stage of the
buyer journey
Reenvision everything
through the
customer’s eyes.
More and more, marketing is about
shaping a complete experience.
A big part of that is understanding
and designing from the customer’s
point of view—building every interaction
around what they need and expect,
not just what the company has to sell.
Remaking Marketing Through
Here’s how outperforming CMOs are reinventing their organizations
and processes right now—building up value by breaking down
industry boundaries, internal silos and expected marketing conventions.
Three Transformative Steps for the CMO of the Future
Dive deeper into the ways today’s marketing leaders are charting
a path for CMOs of the future at ibm.com/think-cmo