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Published at: 13/09/11 20:00:00
Today's CMO - innovating or following? That's the question addressed in a new study by the IBM Institute for Business Value in cooperation with the Economist Intelligence Unit.
The report raises serious issues about the attiudes, skills and behaviours of marketers following comprehensive international research among Chief Marketing Officers.
The authors of the report rightly point out that it is essential "to engage employees and other stakeholders as conduits of the brand promise." They were therefore disappointed to note that less than half of the marketers surveyed said that they will own or drive the cultivation of corporate culture over the next three to four years.
Righty however, many of the CMOs recognised the importance of "increased customer collaboration and influence" although there are also clear signs of nervousness about technological advances and the impact of social media.
We can help. Wiki-Labs are an easy and cost-effective online space for marketers and their colleagues in the C-suite to enagage with their employees, their partners and their customers to sharpen insights, generate ideas and determine courses of profitable action.
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