FRAMINGHAM, Mass.: IDC Reveals CMO / Customer Experience Predictions for 2015 | Business Wire | Rock Hill Herald Online.

The predictions from the IDC FutureScape for CMO/Customer Experience are:

1. 25% of high-tech Chief Marketing Officers (CMOs) will be replaced every year through 2018.

2. By 2017, 25% of marketing organizations will solve critical skill gaps by deploying centers of excellence.

3. By 2017, 15% of B2B companies will use more than 20 data sources to personalize a high-value customer journey.

4. By 2018, one in three marketing organizations will deliver compelling content to all stages of the buyer’s journey.

5. In 2015, only one in five companies will retool to reach line of business (LOB) buyers and outperform those selling exclusively to IT.

6. By 2016, 50% of large high-tech marketing organizations will create in-house agencies.

7. By 2018, 20% of B2B sales teams will go “virtual,” resulting in improved pipeline conversion rates.

8. By 2017, 70% of B2B mobile customer apps will fail to achieve ROI because they lack customer value add.

9. By 2018, 25% of CMOs and CIOs will have a shared road map for marketing technology.

10. By 2018, 20% of B2B CMOs will drive budget increases by attributing campaign results to revenue performance.

“CMOs must overcome the gravitational pull from the past, now. The tools of disruption, such as cloud-based marketing technology, predictive analytics, content marketing, and social media, are marching towards mainstream. IDC is confident that these ten decision imperatives pinpoint the nerve center of the marketing disruption. They represent opportunities for CMOs who are willing to step up to the next stage of leadership. Right focus will ensure that all the hard work will result in true transformation, and not just turmoil,” said Kathleen Schaub, Vice President with IDC’s CMO Advisory Service.

 

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