As part of the Global C-suite Study, IBM spoke to more than 520 CMOs to understand their views on the C-suite, Marketing, and how they are working to improve the performance of their organization. CMOs shared that while making progress in managing the data explosion, the bar keeps moving faster than they can keep up. They are working hard at integrating digital and mobile into the enterprise, but significant challenges exist.
How are CMOs handling the data explosion? What kind of tactics are they using to integrate mobile, digital and social not only in support of the customer, but into the fabric of their organization? What challenges do they face in pushing their organizations towards being customer-activated? In this report, IBM identifies three distinct profiles and how each is addressing these challenges in support of the customer and their organization.