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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  November 22, 2011

What Big Dawgs Are Worried About

IBM released their Global CMO (Chief Marketing Officer) study last month.  I like the way they gathered the data:  personal interviews with 1,734 CMO’s from 64 countries and 19 industries.  This is how you find out where the bodies are buried.

Here are the top three imperatives according to the respondents:

  • Delivering value to “empowered customers” — using all that data to figure out buying behavior and demand patterns.
  • Creating relationships with those customers — over half say the answer lies in social media, with the focus of going beyond the transaction.  Their key question:  how to help the buyers enjoy their purchase.
  • Measuring marketing impact on the business — so they can get their fair share of the budget and kudos.

The best news:  a big majority (over 60%) believe they are unprepared for the above onslaught.  What the most proactive are doing:  focusing on relationships instead of transactions and creating a clear — alert! new buzzword coming up — “corporate character”.

If this isn’t an invitation to help, I don’t know what is.  Don’t think that because you are not a marketing expert, you can’t take advantage of this.  There are a lot of places to play in these initiatives.  Click here for the summary and the full report.


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.