Big Data Poses Major Challenge to CMO Role: IBM Study

Technology is one of the most powerful external forces affecting the role of the chief marketing officer (CMO) today, and big data will be an especially significant challenge to marketing organizations over the next few years, according to a report released Monday by IBM.

In its first-ever Global Chief Marketing Officer Study, part of its C-Suite Study Series, IBM gathered insight from more than 1,700 CMOs from 64 countries to better understand the challenges and opportunities they face. Most CMOs acknowledge the growing complexity of technology over the next few years, though not all feel ready to handle it.

Nearly 80 percent of the CMOs surveyed through the study believe the level of complexity will be high or very high over the next five years. Only 48 percent reported to feel prepared to cope with it.

“[CMOs] have to manage more data, understand and engage with more demanding customers, and ensure their employees consistently exemplify the organization’s values,” according to the study.

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