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Nov 2017 - Market Perspective - Doc # CA41244917

Canadian CMOs: The Digital Transformation Journey So Far

Authors: Tony Olvet, Shane Schick, Jason Bremner

Abstract

This IDC Market Perspective looks at priorities of CMOs through two related research initiatives in Canada: a functional area survey of marketers and a detailed research roundtable with CMOs. While technology and new applications are designed to help marketing leaders be more effective in their roles, CMOs find the list of competing priorities challenging to manage in this era of rapid change. There is no shortage of tools available for CMOs to use in digitizing the way marketing is done.

"The consensus point of view of the CMO roundtable was that marketers need to find a balance between digital skills and creative skills to achieve success in the increasingly digitized economy," according to Tony Olvet, group vice president, Research. "Technology vendors can assist by addressing marketers' pain points and by demonstrating what's worked among their peers."

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