As we begin 2017, we reflect on 2016 and speculate about the year to come. One thing that we can all agree on is that there is no slow-down in the digital transformation and the challenges it poses to marketers. Add those challenges to the growing span of responsibility for CMOs and pressure from CEOs for marketing to demonstrate its impact on the business, and it’s clear there’s a lot to accomplish this year.
Here’s what we’ve been reading in the world of marketing this month:
Gartner’s Jake Sorofman highlights findings from the most recent 2016-2017 CMO spend survey—including the new role of the CMO (responsibility expansion into aspects of sales, customer experience and IT) and why CMOS with P&L responsibility get bigger budgets.
Customer questions all CMOs should be prepared to answer (spoiler alert: data is BIG).
Making data actionable, driving success based on the things that have worked and focusing on the customer experience are just some of the marketing resolutions from CMOs for 2017.
New survey from Gartner confirms their 2016 prediction that CMOs will spend more on technology in 2017 than CIOs, and examines how marketers will spend on MarTech.
Analyst Tina Moffett’s perspective on measuring engagement. What does engagement mean? Which metrics are indicators of engagement? Should you even measure engagement at all?
Chief Marketing Technologist Blog
Our good friend Scott Brinker shares the only marketing prediction you need for 2017.
In the latest with agency transparency, Procter and Gamble’s Marc Prichard announces the FMCG giant will be overhauling agency contracts and embracing industry-wide transparency and viewability standards to combat poor media supply chain practices. According to Prichard, “Too many players are grading their own homework.”
Do you have any recommendations for good reads? We’d love to hear.