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The following predictions are excerpted from IDC’s 2017 CMO FutureScape report which provides additional details and guidance. (Here’s the summary webcast.) Of course, no one can have 10 top priorities, so pick and choose the one or two that will be most effective for your organization for the next 12 …

Our current market landscape is being led by self-educated buyers, and these buyers are moving fast and marketers need to move faster. Rich Vancil, Group VP of IDC, kicked off his IDC Directions session on “Best Practices in Building the New Marketing Machine” with this sentiment. So how do marketers …

Everyone knows that B2B customers buy as a team. Participants play different roles – technical, line-of-business, financial, etc. Marketers usually focus on individual personas. But buying is not conducted in isolation. It’s social. By understanding not only the players but also the way the game is played, marketers will develop …

“Modern marketing is all about making the most compelling offers to the best customers the fastest.”  Cognitive computing has a big future in marketing. The ability to track virtually everything everyone does on line has elevated the analytical requirements for marketers to the scope of a global stock market. Billions …

“Modern marketing is all about making the most compelling offers to the best customers the fastest.”  Cognitive computing has a big future in marketing. The ability to track virtually everything everyone does on line has elevated the analytical requirements for marketers to the scope of a global stock market. Billions …

Think marketing has already experienced the biggest impact from digital transformation? Think again. IDC CMO Advisory Service predicts that CMO jobs will turnover 25% per year; that 20% of marketers will blow up their funnel; and that cognitive marketing as a mainstream practice is not far away. Here are our …

For a company with dozens of product lines, numerous possible personas, and a global presence, developing content can be a daunting venture. The number of permutations for information types and distribution sources can be overwhelming. But before going crazy, you might be surprised to know that customers may not need …

  Over the past few months, IDC has worked to define “Content Marketing” and to espouse its vital role in the execution of marketing campaigns. If you’re not on-board yet as to the necessary role of Content Marketing — read no further !  But if you are, your next step is …

In a 2014 study, IDC found that 51% of CMOs at tech companies have held their position for fewer than two years. We predict many new CMOs again this year. How can a new executive start right? IDC interviewed 10 wise, seasoned, CMOs for a glimpse into their first hundred …

IDC’s CMO Advisory Service is excited to announce that we are breaking new ground with a survey focused on marketing benchmarks within Cloud Software and Digital Services companies. This is brand new research for us, and an opportunity for your company to help IDC define the next set of important …