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Oct 2017 - IDC FutureScape - Doc # US43148817

IDC FutureScape: Worldwide CMO 2018 Predictions

Table of Contents

IDC FutureScape Figure

Figure: IDC FutureScape: Worldwide CMO 2018 Top 10 Predictions

Executive Summary

IDC FutureScape Predictions

Summary of External Drivers

Predictions: Impact on Technology Buyers

Prediction 1: By 2021, Privacy Will Have Been Redefined from "the Selective Sharing of Data" to "the Value of Data" and Digital Marketplaces Will Have Emerged That Enable Consumers to Provide Data in Return for VIP Services, with up to 10% of Consumers in Developed Countries Participating

Associated Drivers

IT Impact

Guidance

Prediction 2: By 2021, at Least 15% of Businesses' Standard Customer Experience Decisions Will Be Handled by Algorithms as Companies Shift from Person-to-Person (P2P) to Machine-to-Person (M2P) Engagement and Transactions

Associated Drivers

IT Impact

Guidance

Prediction 3: By 2020, 20% of Marketers Will Share Customer Experience Budgets, Processes, Metrics, and Compensation with All Other Customer-Facing Functions in the Enterprise Including Sales, Finance, Fulfillment, Customer Service, and Contact Center

Associated Drivers

IT Impact

Guidance

Prediction 4: By 2019, 80% of B2B Marketers Will Have at Least One Account-Based Marketing Campaign in the Field

Associated Drivers

IT Impact

Guidance

Prediction 5: By 2019, Available Inventory in Marketing Databases Will Shrink by 40%

Associated Drivers

IT Impact

Guidance

Prediction 6: By 2021, 70% of Digital Advertising and Marketing Will Be Augmented or Automated Using Artificial Intelligence and Machine Learning

Associated Drivers

IT Impact

Guidance

Prediction 7: By the End of 2021, 75% of Large B2B Events Will Personalize Participant Experiences Using Human-to-Machine Technologies; Augmented Reality, Sensors, and the Use of Biometric Data Will Propel Events into Brand Differentiating Powerhouses

Associated Drivers

IT Impact

Guidance

Prediction 8: By 2021, 25% of B2B Companies Will Reshape Their Marketing Organizations into Nonhierarchical Structures, Aided by Collaborative Technologies; New Forms, Such as Circles, Squads, and Tribes, Will Help Companies Break out of Silos and Provide Better Customer Experiences

Associated Drivers

IT Impact

Guidance

Prediction 9: By 2020, 60% of B2B CMOs Will Be Held Accountable for at Least One Customer-Oriented Metric as Companies Accept Customer Centricity as Core to the Marketing Mission; Metrics for Loyalty, Advocacy, and Quality Take Their Place Alongside Revenue-Related Metrics

Associated Drivers

IT Impact

Guidance

Prediction 10: By 2020, 50% of B2B Companies Will See a Reduction in Sales, General, and Administrative (SG&A) Costs of up to 15% as More Cost-Effective Automated and Algorithmic Marketing Eclipses the High Cost of Selling

Associated Drivers

IT Impact

Guidance

Advice for Technology Buyers

External Drivers: Detail

Accelerating DX: Technology-Centric Transformation Altering Business and Society

Pace of Change: Technology Capabilities Enable Sustainable Change at the Speed of Digital Business

DX Delta: Leaders and Disruptors Widen Performance Gap

Human Versus Machine: The Impact of AI and Automation

Sense, Compute, Actuate: The New Data-Centric Paradigm

The Future Workforce: Global Demand for Digital Talent

Customer Experience: New Organizational Models and Infrastructure Design Required

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Referencing Documents

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