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Nov 2016 - IDC FutureScape - Doc # US41847116

IDC FutureScape: Worldwide CMO 2017 Predictions

Authors: Richard Vancil, Kathleen Schaub, Gerry Murray, Andrew LeClair
Abstract

This IDC study provides IDC's top 10 predictions for chief marketing officers and their organizations for 2017. The predictions in this document detail how 10 powerfully disruptive forces can be used to do exactly that. Of course no one can have 10 top priorities, so pick and choose the 1 or 2 that will be most effective for your organization for the next 12 months and nail them and then go on to some of the others. By working your way through as many of these forces you feel apply to your business, you will be able to offer customers value that your competitors simply cannot match. If you don't, be prepared for the pain of being on the wrong side of that equation.

"Marketers will live or die depending on which side of the disruption sword they are on," according to Gerry Murray, research analyst with IDC's CMO Advisory. "CMOs need to get past the internal disruption caused by technology and start using all the new tools and data to create new ways of engaging customers. Marketers need to shift customer relationships from messaging awareness to value delivery. They must use data-driven insights to make the professional and personal lives of their customers better."

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