IDC FutureScape Figure

Figure: IDC FutureScape: Worldwide CMO 2017 Top 10 Predictions

Executive Summary

IDC FutureScape Predictions

Summary of External Drivers

Predictions

Prediction 1: Superhero CMOs Emerge — By 2020, the First Superhero CMOs Will Emerge Because They Received C-Level Permission to Disrupt Traditional Go-to-Market Operations

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Guidance

Prediction 2: Boardroom Battle for the Customer — By 2020, 25% of CEOs Will Appoint a Chief Customer Officer in an Attempt to Unify the Imperative of Customer Centricity

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Prediction 3: "Free Range" Content Invasion — By 2020, More than 50% of a Company's Commercial Content Will Be Created Outside of Marketing's Direct Control

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Prediction 4: Journey Budgets Get Reshuffled — By 2019, One-Third of Today's "Awareness" Budget Will Be Redirected to Stages Later in the Buyer's Journey

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Prediction 5: "Dark Social" Shines — By 2018, 15% of Companies Will Shift the Majority of Their Social Marketing Focus Out of the Public Sphere and into Private Groups and Messaging Apps

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Prediction 6: Events Are the Main Event — By 2017, Events Will Surpass Advertising as the Top Marketing Program Investment in More than 50% of B2B IT Vendors

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Prediction 7: Marketing Go! — By 2020, 20% of IT Vendors Will Have Augmented Reality Pilots in Place That Will Serve as the Foundation for Immersive Marketing

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Prediction 8: DX Fails Without CX-OS — By 2020, 50% of Digital Transformation Initiatives Will Fail Due to the Lack of an End-to-End Customer Experience Operating System

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Prediction 9: Bots Break Advertising — By 2020, 40% of eCommerce Transactions Will Be Enabled by Cognitive/AI Personal Shoppers and Conversational Commerce

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Prediction 10: A Message in Every Machine — By 2020, 15% of Display Advertising Will Be Executed via Connected Devices such as Vehicles, Wearables, Facilities, and in Homes

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Advice for Technology Buyers

External Drivers: Detail

Customer Centricity: Easy to Say, Very Hard to Do

DX: Technology-Centric Transformation Altering Business and Society

Everything, Everywhere: The Rise of Computer-Based Intelligence

DX Delta: Industry Leaders Widen Performance Gap

Shifting Economics: Data as Digital Capital

Talent Crunch: Global Demand for Digital Workers

Innovation Impasse: Systems of Record Constrain Evolution

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