IDC FutureScape: Worldwide Chief Marketing Officer 2021 Predictions

IDC FutureScape Figure

• Figure: IDC FutureScape: Worldwide Chief Marketing Officer 2021 Top 10 Predictions

Executive Summary

IDC FutureScape Predictions

• Summary of External Drivers

• Predictions: Impact on Technology Buyers

• Prediction 1: By 2024, 32% of Consumer Brands Will Be Using AI-Enabled Contextual Sentiment Analysis to Measure Customer Perceptions of Empathy

• Associated Drivers

• IT Impact

• Guidance

• Prediction 2: By 2023, 20% of Brand Equity Will Be Tied to Privacy and Trust Policies, Adopted by Enterprises as Part of CX Efforts

• Associated Drivers

• IT Impact

• Guidance

• Prediction 3: By 2023, 33% of G2000 Will Use Data Promoter Score Surveys to Better Manage Their Data Relationships with Customers and Improve Empathy and Trust

• Associated Drivers

• IT Impact

• Guidance

• Prediction 4: By 2025, 20% of B2B High-Tech Marketing Departments Will Include Training Teams to Accelerate Customers' Time to Value, Resulting in Greater Adoption, Margin, and Loyalty

• Associated Drivers

• IT Impact

• Guidance

• Prediction 5: By 2022, Two-Thirds of the Top 50 Public Companies Will Have Adopted Partisan Political Positions, Increasing Sales by 10%

• Associated Drivers

• IT Impact

• Guidance

• Prediction 6: By 2024, 42% of Enterprise Marketing Applications Will Be Eliminated, Streamlining the Martech Stack and Enabling Marketing to Readily Adapt to Changing Customer Needs and Market Conditions

• Associated Drivers

• IT Impact

• Guidance

• Prediction 7: By 2022, 50% of Event Budget Will Be Allocated Toward High-Production Digital Events, as the Go-to-Market Strategy Has Changed Because of the Pandemic

• Associated Drivers

• IT Impact

• Guidance

• Prediction 8: By 2023, AI-Driven Emotional Intelligence Will Be Used in over 90% of Real-Time Digital Customer Interactions with Brands to Improve Empathy, Loyalty, and Trust, Boosting NPS by 30%

• Associated Drivers

• IT Impact

• Guidance

• Prediction 9: By 2024, the Data Operations Role Will Rise, Resulting in 30% of Marketing Staff Having Critical Data and Analytical Skill Sets

• Associated Drivers

• IT Impact

• Guidance

• Prediction 10: By 2023, 50% of Firms Will Use RevOps Principles Linking Marketing Operations, Sales Operations, and Customer Success to Optimize Revenue Capture and Grow Customer Lifetime Value Scores by 30%

• Associated Drivers

• IT Impact

• Guidance

Advice for Technology Buyers

External Drivers: Detail

• Accelerated Disruption — Crisis, Resilience, and Opportunity

• Description

• Context

• The Next Normal — Resilient Business and Operating Models

• Description

• Context

• Intelligence Everywhere — Data Drives Action

• Description

• Context

• Digital Platform — Ecosystems at Scale

• Description

• Context

• Crisis of Trust — Meeting Rising Expectations

• Description

• Context

• Customer Engagement Redefined — Safe, Secure, and Sustainable Digital Experience

• Description

• Context

• The Learning Organization — Asymmetrical Advantage

• Description

• Context

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• Related Research