The document summarizes a survey of 499 chief marketing officers (CMOs) by the Economist Intelligence Unit, highlighting that by 2020, a significant majority of CMOs anticipate that marketing departments will wield substantial influence over business strategy and technology. It emphasizes the shift from traditional advertising to a focus on customer experience, with many marketers believing they will control the end-to-end customer experience. The report underscores the necessity for marketers to adapt to rapidly advancing technology and changing customer expectations.

1. Source: The path to 2020: Marketers seize the customer
experience. Economist Intelligence Unit survey of 499
chief marketing officers. Sponsored by Marketo.
The way to 2020:
CMOs change marketing

2. CMOs under pressure
Marketers are developing new responses to a new set of competitive priorities; a new data-
and technology-centric framework is necessary for marketing functions
Source: The path to 2020: Marketers seize the customer experience.
Economist Intelligence Unit survey of 499 chief marketing officers.
Sponsored by Marketo.

3. Of senior marketers and
CMOs believe marketing
departments will exercise
significant influence over
business strategy by 2020.
90%
CMOs with influence
Source: The path to 2020: Marketers seize the customer
experience. Economist Intelligence Unit survey of 499 chief
marketing officers. Sponsored by Marketo.

4. There’s no time to waste
Technological change is speeding up the pace at which marketers much scale new approaches
Source: The path to 2020: Marketers seize the customer experience.
Economist Intelligence Unit survey of 499 chief marketing officers.
Sponsored by Marketo.

5. Of senior marketers and
CMOs believe marketers
will exercise significant
influence over technology in
their organization by 2020.
80%
CMOs get connected
Source: The path to 2020: Marketers seize the customer experience.
Economist Intelligence Unit survey of 499 chief marketing officers.
Sponsored by Marketo.

6. It’s not about ads anymore
Marketers expect to interact with customers more through technology and personalization
Source: The path to 2020: Marketers seize the customer experience.
Economist Intelligence Unit survey of 499 chief marketing officers.
Sponsored by Marketo.

7. Of senior marketers and
CMOs believe they will own
the end-to-end customer
experience by 2020.
86%
CMOs own CX
Source: The path to 2020: Marketers seize the customer experience.
Economist Intelligence Unit survey of 499 chief marketing officers.
Sponsored by Marketo.

8. “The experience is the marketing,
and the experience is what drives
performance.”
•Kristin Lemkau, CMO,
JPMorgan Chase
The future is here today
Source: The path to 2020: Marketers seize the customer
experience. Economist Intelligence Unit survey of 499 chief
marketing officers. Sponsored by Marketo.

9. To download the full
report, “The path to
2020: Marketers seize
the customer
experience” go to
http://bit.ly/1qJUqUl
Check out more insights, research and viewpoints from marketing
leaders and The Economist Group’s experts in Marketing Unbound
• Want more? Check out
economistgroup.com/marketingunbound
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