Lisa Nirell's Marketing Waves Blog

6 important updates from our latest CMO research

25030655_sHere are the highlights of our 2nd annual CMO Trends study. While I put the finishing touches on the white paper, I thought you’d like a sneak peek into what we learned:

  1. Fifty-five CMOs responded, representing a wide range of industries. They include academic, software, trade associations, real estate, financial services, cybersecurity, media, pharma, and hospitality.
  2. CMOs told us that the 3 terrible t’s haunting marketing leaders in their daily roles include:
    • Too many projects and priorities and too few resources
    • Chronic perception and treatment of marketing as a cost center, as witnessed by the ongoing difficulty of demonstrating value
    • Technology overload (often driven by a surfeit of disparate customer data)
  3. When asked the most pressing challenge they personally face, respondents said that “changing customer perceptions of the value we offer” ranked the highest.
  4. Only half of the respondents are willing to take action within the next 90 days to invest funds to address their biggest challenges.
  5. To address these challenges, 19% of respondents plan to invest more funds in marketing operations. These areas include lead scoring, demand creation, and predictive analytics. The 2nd highest percentage (11%) plan on seeking a new position elsewhere.
  6. Private, face to face peer discussions (47%) and webinars (35.8%) are the two most favored methods for sharing and addressing confidential challenges and professional development.

I noticed a number of changes in the challenges CMOs are facing this year. I will report on those in greater detail when the report is published this month.

If you are curious to learn how these marketing leadership trends compare to the 2013 results, I invite you to download our previous CMO Trends Report. Click here—it is complimentary. Once you have registered, you will automatically receive the newest report in the coming weeks.

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