For Marketing Leadership Professionals

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	March 28, 2008 The Challenges Of CMOs In 2008 A Survey Of 303 Global Marketing Leaders Shows A Strong Focus On Tactics by Jaap Favier with Cliff Condon, Kim Le Quoc, Alice Bresciani	Average: 10  (1 rating)

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Executive Summary

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.

TABLE OF CONTENTS

• Marketing Leaders Face Myriad Challenges
• Challenges Need To Align With Strategic Chances

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