Now is the time to embrace the post-optimisation era, according to the findings from our CMO survey 2019.
The central message within our global survey of 1,000 CMOs, representing a cross-section of established and smaller, insurgent brands, is: embrace the post-optimisation era.
The survey found that 79% believe they must transform, not just optimise, their businesses through digital technologies. While many brands have invested heavily in digital, it has yet to deliver fully on its promise to bring about more radical change. In addition, 80% state they will need to take more responsibility for produce and service innovation over the next two to three years.
CMOs see a future where marketing is an engine of innovation and transformation, harnessing consumer insight, tech and creativity to develop products and experiences that delight customers and drive growth. However, there is some way to go before CMOs begin to lead more radical change across the organisation.
Download the full survey report here.