Image Image Image Image Image Image Image Image Image Image

IBM Commerce Blog | August 4, 2015

Scroll to top



IBM’s 2011 CMO Study

I wanted to share with you the results of IBM’s recent CMO study, which was based on face-to-face interviews in the first half of this year with more than 1,700 CMOs in 19 industries from 64 countries around the globe.

While CMOs recognize the digital era has created a transformative shift in the way they engage with their customers, most feel they aren’t ready or equipped to respond to the change.  Only 26 percent of CMOs are tracking blogs, 42 percent are tracking third party reviews and 48 percent are tracking consumer reviews to help shape their marketing strategies.

At the same time, the research shows that the measures used to evaluate marketing are changing.  In fact, 63 percent of CMOs believe return on investment (ROI) on marketing spend will be the most important measure of their success by 2015.  Even among the most successful enterprises, half of all CMOs feel insufficiently prepared to provide hard numbers.

Collectively, the study findings also point to four key challenges that CMOs everywhere are confronting:  the explosion of data, social media, channel and device choices and shifting demographics will be pervasive, universal game changers for their marketing organizations over the next three to five years.

The Study findings point to three key areas for improvement, or three key imperatives for marketing in the digital era:

  • Deliver value to empowered customers
  • Foster lasting connections
  • Capture value, measure results

Read the study. I suspect you’ll find it quite interesting.



  1. Maybe you’ll want to add a facebook button to your website. Just marked down this article, however I must make this by hand. Just my 2 cents.

    My blog:
    rachat de credit lille ou rachat de credit simulation

  2. Excellent read!

  3. Excellent read!

  4. Hi there! That is my own primary trip to your blog! We’re several grouped volunteers and also establishing a fresh task in the local community from the exact market. Yuor web blog provided individuals advantageous information to the office with. You have done a good wonderful occupation!

  5. Can I recently say thats a relief to discover somebody who in fact knows what theyre preaching about on the internet. You actually realize easy methods to bring a challenge to light and work out it necessary. The ideal method to must see this and see why side of your story. I cant think youre no far more preferred just considering that you totally hold the gift.

  6. Many many quality pnitos there.

  7. 8o3P1l hdspyvsfxpxq

  8. Also you can get your chatbox for your web site for much more functionality among subscribers.

  9. All of I could think is usually, I am not sure what you should point out! Besides definitely, with the fantastic recommendations that happen to be embraced during this site. I’ll visualize a million entertaining ways of read the written content on this website. I believe I will at last create a stage making use of your advice on those actions I could possibly never have had the capacity to deal with alone. That you’re and so progressive to let people become some of those to learn from your beneficial details. Be sure to realize how much We are happy.

  10. I was boastful to locate this web-site.I wanted to intriguing time as a result of this great study!! I definitely enjoying just about every small it and I’ve you bookmarked to think about new belongings you text.

  11. HGdGkw kcxzxogbybvs

Submit a Comment