CMOs Under Pressure

by | 1 minute read

A recent sur­vey revealed just how much pres­sure chief mar­ket­ing offi­cers are fac­ing. Of those sur­veyed, 89% said they were fac­ing intense scruti­ny, with the most pres­sure being placed on show­ing returns on invest­ments. "Increas­ing­ly, it is impor­tant for mar­keters to be able to jus­ti­fy their expens­es," said Peter Sar­gent, vp, Jupiter Research. "We need to get smarter as a com­mu­ni­ty as we assess just how effec­tive our brand mes­sag­ing is." To cope with the mount­ing pres­sure, CMOs are:

  • Seek­ing to increase yield/accountability by eval­u­at­ing spend­ing (64%)
  • Improv­ing cus­tomer com­mu­ni­ca­tions with exist­ing resources (47.3%)
  • Focus­ing on cus­tomized com­mu­ni­ca­tion tech­nolo­gies (40.9%)
  • Invest­ing in Internet/mobile chan­nels (38.7%)
  • Uti­liz­ing CRM and sales automa­tion appli­ca­tions (31.5%)

To read oth­er plans CMOs have for 2009, click here.

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January 9, 2009 Newsroom Tags: , ,