Aug 21 2013
The role of the Chief Marketing Officer (CMO) changed rapidly over the last few years. This has been due to numerous factors including the emergence of new digital marketing channels and the recent focus on data-driven results. The 2013 Future of the CMO Role Survey was conducted to learn more about the current conditions for global executives in the senior marketing function.
The responses received from senior marketing executives showed that 68% had a positive view on their companies' overall marketing strategy. Even though the overall view was positive, executives did have concerns about digital transformation’s impact on their company’s marketing department. The top business concerns for marketing executives included changes in technology, campaign ROI and social media/online marketing. The top career management concerns for marketing executives included the ability to move up into top senior positions, as well as company politics.