©2010, Foese reseac, inc. repoucon PoeNoeme 10, 2010 | Upae: Noeme 15, 2010
CMO Manae: Aap O Pes
Fo CMO & Makeng Leaesp Poessonals
TECHnOlOgY-EMPOWERED COnSUMERS DISRUPT MARKETIng ORgAnIzATIOnS
Marketers have never been challenged with so much change, so ast. Te new ecosystem o interactive media, mobile technology, and digital devices wreaks havoc on a marketer’s systemo planning and managing, like it did on the world o broadcast and print. In response, they arescrambling to adjust their organizations to try to keep up.
Marketing departments are in constant ux.
o break down the traditional organizationalsilos that prevent marketers rom quickly adjusting to new consumer behavior, 62% o marketing leaders have reorganized in the past year, and 84% have done so within the past twoyears. But CMOs aren’t done yet: 75% plan to reorganize beore the end o 2011 (see Figure 1).
Digital channels orce marketers to rethink their approach.
Marketers are realizing that digitalcapabilities and resources must be ully integrated into their organization and not treated as astandalone department or a competency to outsource. Indeed, 65% o marketing leaders point todigital and social marketing as the primary driver behind their next organizational structure.
Marketers labor to implement digital marketing strategies.
In a recent study by AccentureInteractive, 64% o marketers experienced problems trying to implement digital marketinginitiatives or related I projects. Tis inability to harness digital techniques has created a crisiso condence only 4% o marketing leaders eel that they are very prepared to exploit digitalmarketing opportunities.
reoganzng is A top Po Fo CMOs
Source: Forrester Research, Inc.57245
75% of CMOs planto reorganize bythe end of 2011.In the ﬁrst sixmonths of 201026%By the end of 201032%In 201117%After 20118%Don’t know17%
“When do you expect the next reorganization to take place?”
Base: 100 marketing leadersSource: December 2009 Global Marketing Leadership Online Survey