Executive Summary (This is a document excerpt)

Forrester interviewed more than 300 marketing leaders about their 2008 business goals and challenges. We found that most CMOs worry about changing markets and customer behaviors. Additionally, they see processes and team structure as their top internal challenges. The concerns vary by region — North American marketing leaders worry more than their counterparts in Europe and the rest of the world about effective budget allocation. Forrester agrees that these are important tactical issues, but to thrive in tomorrow's world, CMOs should take more time to focus on the top three strategic issues: globalization, marketing technology, and their agency relationship.

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