Summary
In a recent Forrester study, 225 CMOs and marketing leaders reported what is driving them to change their marketing plans in the next two years. Each change driver spurs examination of external or market-facing plans as CMOs work to become more customer-centric, and to revise their marketing mix and routes to market. CMOs must consider whether their marketing skill mix, spend levels and investments in technology are on target for the future, and potentially make internal operational changes.
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