A big focus is now on building internal customer analytics and digital resource capabilities. Advertising agencies will take a back seat as the "client-side" starts to deploy new marketing performance platforms and build its own internal competencies for improving go-to-market effectiveness and accountability.
The Chief Marketing Officer (CMO) Council consists of a network of roughly 4000 invited senior marketers worldwide who share their experience and skills for the benefit of the global marketing community. Approximately 600 members, including Chris Moerdyk, took part in providing data for this project.
Among the top level findings:
The 60-plus-page report is now available for download and includes key data points specific to:
Visit http://www.cmocouncil.org/resources/form_2010_marketing_outlook.asp to download the report today. The full report, containing all data, charts, commentary and detailed findings is available for a fee but a complimentary executive summary is also available for download.