CMOs are struggling to adapt to a world that has fundamentally changed over the course of their careers. Disruptive digital technologies and the new expectations of the global consumer are forcing global firms to adjust and innovate.
SapientNitro has made a significant effort to understand how these changes are impacting large global organizations. What we found was surprising: just 15% of senior marketers feel prepared to deal with the rapidly changing consumer, and just 8% believe agencies are succeeding in their support of global brands.
Our CMO Global Marketing Readiness Study, a 6-month research study of 114 CMO-level marketers, has culminated in three separate points of view on the future of global marketing.
The Evolution Of Global Marketing Series:
| CMOs Reveal Obstacles To Global Marketing
The first article of The Evolution of Global Marketing series focuses on identifying the obstacles, and understanding the implications of these new challenges. |
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| The New Global Marketing Mindset
The second article of The Evolution of Global Marketing series posits a new “Global Marketing Mindset” of the future CMO — one more comfortable with technology, consumer insight, analytics, and multi-disciplinary strategy teams. |
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| Five Ways Agencies Are Grappling With Global Marketing
The final article of The Evolution of Global Marketing series explores the implications of these trends for agencies — how agencies can better support large global brands; it also points out major areas where they are currently struggling. |
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| Obstacles To Global Marketing
View the supporting infographic to The Evolution of Global Marketing Series. |
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Please enjoy, and let me know if you have any comments or thoughts.
