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Dec 2014 - IDC FutureScape - Doc # 252741

IDC FutureScape: Worldwide Chief Marketing Officer Advisory 2015 Predictions

Authors: Richard Vancil, Kathleen Schaub, Gerry Murray, Sam Melnick

This IDC study features IDC's top 10 decision imperatives that CMOs must focus on for success in 2015 and beyond. Each imperative is described in terms of its potential impact on the organization, how quickly it will be a mainstream practice, and the relative effort needed to address it. Top imperatives include CMO turnover, designing content for the buyer's journey, the emergence of line-of-business (LOB) buyers, addressing marketing skills gaps, and CMO/CIO partnerships.

"CMOs must herd cats, juggle chain saws, and climb mountains," said Gerry Murray, research manager with IDC's CMO Advisory. "It is a challenging, exciting, yet precarious position requiring new skills and great focus on business performance. IDC's top 10 decision imperatives for 2015 will help CMOs transform their organizations to the world of always-on, real-time, digital-first marketing in order to drive revenue, margin, and market share."

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