Turbulence for the CMO Charting a path for the seamless customer experience The ROl Disconnect How can CMOs succeed with customers if they can’t measure the most effective strategies to use with them? 2 The Digital Disconnect Digital orientation is weak at the exact moment it needs to be strong 3 4 The importance of the top 5 marketing channels has risen by at least 10 points over 2011 but effective usage the same Channels and Partners proliferate 4 Consumers’ expectations for relevant experiences are having an impact on marketing strategy Satisfaction sags Find out more www.accenture.com/cmo_insights 68% of CMOs say it’s important to create value from digital channels 1 The Pressure’s on for CMOs 65% of CMOs say digital focus is important throughout the company High-growth companies use marketing service providers and specialized agencies to a greater extent than other companies but 26% of CMOs say they are leading edge in building long-lasting customer relationships 1 in 5 CMOs below average in quantifying return on investment ...but only 7% say their performance is leading edge only 13% says their performance is leading edge Change the marketing operating model Build new skills internally Get the right set of partners Drive digital orientation throughout the enterprise 53% of high-growth companies rely on organizational transformation to meet their marketing goals Partners that can assist with execution, delivery and organizational transformation One-quarter of CMOs dedicating 41-60% of employees to analytics and digital marketing 16% of CMOs face performance barriers when working across the organization 64% of external partners weak on execution and delivery of external partners don’t help transform the marketing organization 56% 7 in 10 CMOs say marketing will change fundamentally in the next five years 65% of CMOs agree see flat or declining market share 4 in 10 Nearly CMOs feel unprepared 40% of CMOs $ © 2013 Accenture All rights reserved. Four ways to improve marketing performance 5 Highlights from the 2012 Accenture Interactive CMO Insights survey