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| [January 09, 2013] |
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IDC Releases Chief Marketing Officer Top 10 Predictions for 2013
FRAMINGHAM, Mass. --(Business Wire)--
International Data Corporation (IDC)
today hosted a Web conference, IDC
- 2013 Chief Marketing Officer Predictions: Today's CMO Becomes Master
of Data, highlighting the top 10 predictions for the year ahead.
Featuring analysts Rich
Vancil and Kathleen
Schaub, the session provided organizations with insight and
perspective on long-term industry trends along with new themes that may
be on the horizon.
The Predictions Web conference series is designed to help company
leaders capitalize on emerging market opportunities and plan for future
growth. An audio replay of today's webinar will be available within 48
hours. To access the replay, please visit http://bit.ly/IDC_Predictions2013_CMO.
The Top 10 Predictions are:
-
Prediction 1 - The C-suite (CEO, CFO, and COO) will demand that
the CMO produce both a strategy and a plan for how market-driven data
will significantly contribute to corporate objectives
-
Prediction 2 - The CMO and the CIO will begin the year as
functional peers and end the year as either friends or frenemies, and
per the CEO, the CIO will become more actively involved with the CMO
in all marketing automation decisions that have cross-functional
implications
-
Prediction 3 - The automation outlay could approach 10% of
marketing's discretionary budget in 2013, with two-thirds of the total
outlay coming from marketing and one-thir coming from IT; for "best
practice" organizations, this will shift to 50:50 by 2014
-
Prediction 4 - Even with their new partnership with the CIO,
many CMOs will find that their positions are in jeopardy as they
failed to produce a robust data analytics function - or even a game
plan to get there
-
Prediction 5 - Starting in 2013, after the CMO realizes that
he/she does not have the skill sets in place for data analytics
proficiency, 50% of new marketing hires will have technical backgrounds
-
Prediction 6 - Eight out of ten companies will report that most
social media initiative growth is taking place outside of marketing
-
Prediction 7 - By the end of 2013, 5% of CMOs will shift to a
"mobile first" strategy
-
Prediction 8 - Content isn't king - it's a wild beast; In 2013,
CMOs will be pragmatic, shifting focus less on big platform projects
and more on linking access to audience needs
-
Prediction 9 - The demand for greater insight into the revenue
impact of marketing and sales will require that older CRM systems be
replaced, creating infrastructure disruption
-
Prediction 10 - High-tech pipeline conversion metrics will
continue to improve; expect a 20% improvement in target-to-deal ratios
and a 10% reduction in time to create a customer, with both due to
better automation and analytics-driven process improvement
"The challenge for the CMO is dealing with self-educated buyers. These
are the smart, resourceful, and socially connected consumers who do
their own research before ever entering the formal channels of a
vendor's marketing and selling apparatus," said Rich
Vancil, IDC (News - Alert) Group Vice President. "In the wake of all of their
self-education is a stream of data that the CMO will have to understand."
For additional information about these predictions or to arrange a
one-on-one briefing, please contact Sarah Murray at 781-378-2674 or sarah@attunecommunications.com.
Reports are available to qualified members of the media. For information
on purchasing reports, contact insights@idc.com;
reporters should email sarah@attunecommunications.com.
About IDC Predictions
A hallmark of IDC's offering for three decades, the annual Top 10
Predictions reports provide IDC's outlook on the IT market across
industries for the coming year. IDC will publish dozens of Top 10
Predictions documents for 2013. Please visit www.idc.com/predictions2013
for a complete listing.
About the CMO Advisory Service
The CMO
Advisory Service provides senior marketing executives and their
operations counterparts with critical research and insights to plan
program and people investments, prepare marketing operations, mobilize
resources, and measure results. Subscribers to the Service are invited
to join the Marketing Operations Leadership Board which meets three
times per year. Board meetings provide marketing operations (MO)
managers with the tools, research, and peer-to-peer access to develop
successful operations and improve efficiencies within their marketing
organizations. For more information about the CMO Advisory Service and
membership benefits, please contact your IDC account manager or Michelle
Blondin at 617-826-9662 or mblondin@idc.com.
About IDC
International Data Corporation (IDC) is the premier global provider of
market intelligence, advisory services, and events for the information
technology, telecommunications, and consumer technology markets. IDC
helps IT professionals, business executives, and the investment
community to make fact-based decisions on technology purchases and
business strategy. More than 1,000 IDC analysts provide global,
regional, and local expertise on technology and industry opportunities
and trends in over 110 countries. For more than 48 years, IDC has
provided strategic insights to help our clients achieve their key
business objectives. IDC is a subsidiary of IDG, the world's leading
technology media, research, and events company. You can learn more about
IDC by visiting www.idc.com.
All product and company names may be trademarks or registered trademarks
of their respective holders.
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