A KPMG and CMO Council Research Report
As companies emerge from the pandemic, marketing and MarTech lie at the heart of the recovery. CMOs are under immense pressure to better allocate resources, improve the customer experience, and grow revenue. Marketing Technology (Martech) lies at the heart of these challenges.
This research explores how leading marketers are maximizing value from Martech investments to drive stronger, measurable returns. Success starts with a strong relationship between the CMO and CIO.
This report covers the following questions:
Marketers across industries struggle to get value from their Martech.
of all CMOs struggle to keep pace with Martech innovation
of all CMOs lack a multi year strategic plan for Martech
of all CMOs fail to use ROI to measure martech performance
2. Better together
3. Make Martech Pay Off
US marketing leaders
In depth interviews with CMOs and CIOs
CMOs are under increasing pressure, particularly coming out of 2020. The role of CMO has transformed from managing brand and promotions to truly enabling enterprise strategy and performance. Collaboration across the C Suite is critical. In 2022 the series will explore the working relationships between marketing and procurement, finance, sales and commerce.