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Nov 2015 - IDC FutureScape - Doc # 259649

IDC FutureScape: Worldwide Chief Marketing Officer Advisory 2016 Predictions

Table of Contents

IDC FutureScape Figure

Figure: IDC FutureScape: Worldwide Chief Marketing Officer Advisory 2016 Top 10 Predictions

IDC Opinion

In This Study

Situation Overview

Summary of Key Drivers

IDC FutureScape Predictions

Prediction 1: By 2017, CMOs Will Spend More on Content Marketing Assets than They Do on Product Marketing Assets

Associated Drivers

Impact

Guidance

Prediction 2: By 2020, 50% of Companies Will Use Cognitive Computing to Automate Marketing and Sales Interactions with Customers

Associated Drivers

Impact

Guidance

Prediction 3: By 2017, 20% of Large Enterprise CMOs Will Consolidate Their Marketing Technology Infrastructure

Associated Drivers

Impact

Guidance

Prediction 4: By 2020, 33% of CMOs Will Outsource Some Digital Marketing Activities via Marketing as a Service

Associated Drivers

Impact

Guidance

Prediction 5: By 2018, Predictive Analytics Will Be a Standard Tool for Marketers, But Only a Third Will Get Optimal Benefit

Associated Drivers

Impact

Guidance

Prediction 6: CMO Job Turnover Will Continue at the Rate of 25% per Year Through 2018

Associated Drivers

Impact

Guidance

Prediction 7: By 2020, 20% of Marketers Will Abandon the Traditional Funnel in Favor of a Customer-Centric Model

Associated Drivers

Impact

Guidance

Prediction 8: By 2017, 60% of CMOs Will Lag in Implementing Recommended Benchmarks for Marketing Technology Staff Investment, Increasing the Rift Between the CMO and CIO

Associated Drivers

Impact

Guidance

Prediction 9: In 2016, 70% of Companies Offering Cloud or Digital Services Will Increase Investment in Post-Purchase Marketing

Associated Drivers

Impact

Guidance

Prediction 10: By 2018, 50% of CMOs Will Make Significant Structural Changes to Their "Intelligence" Operations and Organizations

Associated Drivers

Impact

Guidance

Essential Guidance

Key Drivers

Business Drivers

Social Drivers

Technology Drivers

Economic Drivers

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Related Research

Synopsis

Referencing Documents
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