The 2011 Chief Marketing Officer Study is part of IBM's Global C-suite Studies Program. Over the last seven years, IBM has conducted more than 15,000 face-to-face interviews with CEOs, CFOs, CIOs, CHROs and CSCOs to provide an in-depth understanding of what is going on in boardrooms, professions and industries.

This is our first CMO Study and we are delighted to share it with you. We interviewed more than 1,700 CMOs worldwide for the 2011 CMO Study and analyzed their responses. This assessment tool presents a subset of those questions and compares your responses to theirs. Comparisons are provided to the global sample, your industry sample and your region sample.

At the conclusion of the assessment, you will be given an opportunity to view your results, print your assessment report, get a copy of the Study and ask an IBM subject matter expert to contact you to discuss the Study and your results.

We hope you find this tool interesting and the Study illuminating.

What is your organization's primary industry?

In what region or country is your organization's headquarters?

At a high level, we found CMOs are challenged to manage the impact of many market factors, and the majority believe there are three key areas for improvement:

  • Delivering value to empowered customers
  • Fostering lasting connections
  • Capturing value, measuring results

What are your challenges?

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The practice of marketing is going through a period of unparalleled change, putting CMOs everywhere to the test. So how should you respond?

You can carry on as before — and continue to feel stretched. Or you can seize the opportunity to transform your marketing function by responding to these new realities:

  • The empowered customer is now in control of the business relationship
  • Delivering customer value is paramount — and an organization's behavior is as much a part of the value equation as the products and services it provides
  • The pressure to be accountable to the business is not just a symptom of hard times; it is a permanent shift that requires new approaches, tools and skills.

Thank you for taking part in the CMO Study assessment. We have created a customized report for you based on the findings of the 2011 IBM Global CMO Study and your full set of responses to the assessment questions. You may download a copy (PDF) of this report below.

If you would like to speak to one of our experts about this study, or your results, please provide the following:

Name
Company
Country
Email address

To obtain a copy of The 2011 IBM Global Chief Marketing Officer Study, please visit: ibm.com/cmostudy

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