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Jun 2017 - IDC Perspective - Doc # US42752616

The Retail CMO: "Go Broad or Go Home" Is the Best Strategy for the Digital Transformation of Marketing

Authors: Richard Vancil, Greg Girard
Abstract

This IDC Perspective examines findings from IDC's 2017 CMO Insights Exploration Survey in the context of retail digital transformation. IDC Retail Insights found compelling evidence in a survey of B2C marketing executives that retail marketing executives who achieved above-average revenue growth in 2016 put a lot on their own plates — running with more high-priority initiatives, hiring in more functions, and investing in more marketing technologies compared with retailers whose revenue declined or grew modestly.

"It's pretty clear that broader is better when it comes to successfully leading a retail marketing organization through digital transformation. The most successful retail CMOs tend to work for CEOs who champion marketing — champions these CMOs created or cultivated through a shared commitment to date-driven decision making." — Greg Girard, program director, IDC's Worldwide Omni-Channel Retail Analytics Strategies Service

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