40% of CMOs feel unprepared

Turbulence for the CMO Charting a path for the seamless customer experience Highlights from the 2012 Accenture Interactive CMO Insights survey The Pressure's 40% Nearly 4 in 10 CMOS feel unprepared on for CMOS of CMOS see flat or Ideclining market share Consumers' expectations for relevant experiences are having an impact on marketing strategy 65% of CMOS agree The ROI Disconnect 1 in 5 CMOS How can CMOS succeed with customers if they can't measure the most below average in quantifying return on investment effective strategies to use with them? but 26% of CMOS say they are leading edge in building long-lasting customer relationships 3 The Digital Disconnect say digital focus is important throughout the company 65% Digital orientation is weak at the exact moment it needs to be strong of CMOS 68% of CMOS say it's important to create value from digital .but only 7% say their performance is leading edge channels only 13% says their performance is leading edge High-growth companies use marketing service providers and specialized agencies to a greater extent than other companies Channels and 4. Partners proliferate The importance of the top 5 marketing channels has risen by at least 10 points over 2011 but effective usage the same Satisfaction sags 64 56% of external partners weak don't help transform on execution and delivery of external partners 7 in 10 CMOS the marketing organization say marketing will change fundamentally in the next five years Four ways to improve marketing performance Build new skills internally Change the marketing operating model One-quarter of CMOS 53% of high-growth companies rely on organizational transformation to meet their marketing goals O dedicating 41-60% of employees to analytics and digital marketing Drive digital orientation throughout the enterprise Get the right set of partners Partners that can assist with execution, delivery and organizational transformation 16% of CMOS face performance barriers when working across the organization Find out more www.accenture.com/cmo_insights accenture consulting technology | outsourcing © 2013 Accenture All rights reserved.