It’s time to embrace the post-optimisation era. Our global survey of 1,000 CMOs finds that 79% believe they must transform, not just optimise, their businesses through digital technologies. Brands have invested heavily in digital, but it’s clear that it is yet to deliver fully on its promise.
Furthermore, 80% state they will need to take more responsibility for product and service innovation over the next 2-3 years.
However, there is some way to go before CMOs are leading more radical change across the organisation:
- Leading disruptive innovation and delivering business transformation are ranked lowest by CMOs among the roles for marketing for a second year running.
- There is gulf between what is believed to be important and current capability. 85% identify big, creative ideas that build brand and emotional connections as critical to future success. Only 54% believe they are delivering these capabilities well today.