CMOs Need Digital Focus
39% of CMOs say they are unprepared to meet their marketing objectives, according to a report from Accenture. Marketing Profs published an infographic of key stats from the report, including the fact that 1 in 5 CMOs is below average in quantifying return on investment and that only 7% feel they are leading edge in digital focus, despite 65% feeling digital is important throughout their companies. The infographic states that high-growth companies use marketing service providers and specialized agencies to a greater extent than their peers and outlines four ways to improve marketing performance.
This report highlights the struggle many marketers are having as marketing increasingly shifts to digital and stakeholders expect clearer and more responsive marketing metrics. As mentioned in the infographic, there are things marketers can do to improve their performance. They can learn new skills including content creation, social media management, and data analysis; they can integrate a digital focus into their marketing tactics; and they can enlist the help of knowledgeable business partners to help with execution, delivery, and organizational transformation in their companies.