This IDC study outlines 10 of the most urgent issues CMOs must master to drive their brands, organizations, and careers to the top of the next set of disruptions coming to marketing.

"Marketing is transitioning from a decade of investment and innovation in the application layer of the infrastructure to a decade of investment and innovation that will come out of the data layer," said Gerry Murray, research director of Marketing and Sales Technology at IDC. "Data is the global food supply chain for marketers; it must be collected, stored, prepared, and served so that it is safe and healthy for everyone. That presents a host of challenges for marketers. The most successful will be those that embrace data as the new ingredients for master data chefs who will cook up new and exciting experiences for their customers."



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