CMOs on the Fundamental Changes for Marketing in the Next 5 Years

Roughly 8 in 10 CMOs around the world believe that marketing will undergo fundamental change over the next 5 years, according to results from Accenture Interactive’s “CMO Insights 2014” study, with marketers appearing most confident in the increasing role of analytics and greater budget allocations to digital and mobile. Some 42% believe that analytics skills will be a core competence of marketing over the next 5 years, echoing recent survey results from Spencer Stuart in which senior marketers envisioned analytical orientation as becoming a more important skill for CMOs to possess in the future. (more…)