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Stepping up to the challenge

The changing world of the CMO

In the first installment of our Global C-suite Study, we spoke in person with 4,183 top executives from more than 20 industries to find out how they’re earning the loyalty of digitally enfranchised customers and citizens. This report focuses on how the 524 CMOs we interviewed are helping their enterprises become more “customer-activated.”

The news is both good and bad. On the one hand, CMOs are wielding more power in the boardroom, as CEOs increasingly call on them for strategic input. In fact, the CMO now comes second only to the CFO in terms of the influence he or she exerts on the CEO (see Figure 1).

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A growing number of CMOs are also liaising closely with CIOs—with remarkably positive effects on the bottom line. Where the CMO and CIO work well together, the enterprise is 76 percent more likely to outperform in terms of revenues and profitability.

On the other hand, very few CMOs have made much progress in building a robust digital marketing capability. Only 20 percent have set up social networks for the purpose of engaging with customers, for example, even though online input is a crucial part of the dialogue between a company and its customers. The percentage of CMOs who have integrated their company’s interactions with customers across different channels, installed analytical programs to mine customer data and created digitally enabled supply chains to respond rapidly to changes in customer demand is even smaller (see Figure 2).

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To view the full article, please go to page top to download the PDF version.

 

Content provided by IBM Institute for Business Value
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