[December 12, 2014] |
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IDC Reveals CMO / Customer Experience Predictions for 2015
International Data Corporation (IDC (News - Alert)) recently hosted the IDC
FutureScape: Worldwide CMO / Customer Experience 2015 Predictions
Web conference, which highlighted the predictions based on a new IDC
FutureScape report. Featuring industry analysts Richard
Vancil, Kathleen
Schaub, Gerry
Murray, and Sam
Melnick, the session provided organizations with insight and
perspective on long-term industry trends along with new themes that may
be on the horizon. The Predictions Web conference series and
accompanying IDC FutureScape reports are designed to help company
leaders capitalize on emerging market opportunities and plan for future
growth. An audio replay of this Web conference is now available. To
access the replay, please visit: http://bit.ly/1zCW7Dh.
The predictions from the IDC FutureScape for CMO/Customer Experience are:
1. 25% of high-tech Chief Marketing Officers (CMOs) will be replaced
every year through 2018.
2. By 2017, 25% of marketing organizations will solve critical skill
gaps by deploying centers of excellence.
3. By 2017, 15% of B2B companies will use more than 20 data sources to
personalize a high-value customer journey.
4. By 2018, one in three marketing organizations will deliver compelling
content to all stages of the buyer's journey.
5. In 2015, only one in five companies will retool to reach line of
business (LOB) buyers and outperform those selling exclusively to IT.
6. By 2016, 50% of large high-tech marketing organizations will create
in-house agencies.
7. By 2018, 20% of B2B sales teams will go "virtual," resulting in
improved pipeline conversion rates.
8. By 2017, 70% of B2B mobile customer apps will fail to achieve ROI
because they lack customer value add.
9. By 2018, 25% of CMOs and CIOs will have a shared road map for
marketing technology.
10. By 2018, 20% of B2B CMOs will drive budget increases by attributing
campaign results to revenue performance.
"CMOs must overcome the gravitational pull from the past, now. The tools
of disruption, such as cloud-based marketing technology, predictive
analytics, content marketing, and social media, are marching towards
mainstream. IDC is confident that these ten decision imperatives
pinpoint the nerve center of the marketing disruption. They represent
opportunities for CMOs who are willing to step up to the next stage of
leadership. Right focus will ensure that all the hard work will result
in true transformation, and not just turmoil," said Kathleen
Schaub, Vice President with IDC's CMO
Advisory Service.
For additional information about these predictions or to arrange a
one-on-one briefing, please contact Sarah Murray at 781-378-2674 or [email protected].
Reports are available to qualified members of the media. For information
on purchasing reports, contact [email protected];
reporters should email [email protected].
About IDC Predictions
A hallmark of IDC's offering for three decades, the annual Top 10
Predictions reports provide our outlook on the IT market, across
industries, in the coming year. During the next 90 days, IDC will
publish Top 10 Predictions documents for 2015. Please visit www.idc.com/Predictions2015
for a complete listing.
About IDC FutureScape
IDC FutureScape reports are used to shape IT strategy and planning for
the enterprise by providing a basic framework for evaluating IT
initiatives in terms of their value to business strategy now and in the
foreseeable future. IDC's FutureScapes are comprised of a set of
decision imperatives designed to identify a range of pending issues that
CIOs and senior technology professionals will confront within the
typical three-year business planning cycle.
About IDC
International Data Corporation (IDC) is the premier global provider of
market intelligence, advisory services, and events for the information
technology, telecommunications, and consumer technology markets. IDC
helps IT professionals, business executives, and the investment
community to make fact-based decisions on technology purchases and
business strategy. More than 1,000 IDC analysts provide global,
regional, and local expertise on technology and industry opportunities
and trends in over 110 countries. In 2014, IDC celebrates its 50th
anniversary of providing strategic insights to help clients achieve
their key business objectives. IDC is a subsidiary of IDG,
the world's leading technology media, research, and events company. You
can learn more about IDC by visiting www.idc.com.
Follow IDC on Twitter (News - Alert) at @IDC.
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