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 peers 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. Once you have registered, you will automatically receive the newest report in the coming weeks.

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We recently surveyed our CMO members across North America to find out where they want to improve in 2015. One of the top 4 issues that CMOs want to address is their ability to manage priorities.
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In my opinion, this issue isn’t just about time management. Sure, that is important. I believe we need to be fully aware of how we spend our time—and I talked about it extensively in
my latest FastCompany post….

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With the new year only weeks away, it’s time to explore ways to stay ahead of the marketing curve in 2015. In my latest FastCompany post, I share how marketing leaders can move away from “order taking marketing” and become visionary “market makers” with a strong voice in the C-suite.
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Some key takeaways:

How to assess your value and how your peers perceive you
One step that can shift the leadership team’s perspective of your value forever
Trendspotting: Five areas to look for inspiration and insights
Three significant trends that will impact how marketers operate in 2015

You can read the entire FastCompany post here….

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