IDC FutureScape: Worldwide CMO 2017 Predictions

Transcription

1 IDC FutureScape: Worldwide CMO 2017 Predictions Gerry Murray, Director, Sales and Marketing Technology Andrew LeClair, Research Analyst, CMO Advisory IDC Web Conference November 9, 2016

2 Logistics Today s Speakers Submit any questions to webconferences@idc.com Today s presentation can be downloaded from the Resource List found in the lower left corner of the console Audience feedback can be provided via a short survey found by clicking the Survey icon on the bottom of the console For additional IDC FutureScape topics, visit and click on the Events tab To learn more about IDC s IT Executive Programs visit Join the Conversation in the IDC Community: Gerry Murray Director Andrew LeClair Research Analyst IDC Visit us at IDC.com and follow us on 2

3 A single department or a business unit ORGANIZATIONAL IMPACT Multiple departments or business units Companywide IDC FutureScape: Worldwide CMO Predictions Boardroom Battle for the Customer "Dark Social" Shines Events are 5 the Main Event 2 "Free Range" Content Invasion 6 7 Marketing Go! DX Fails Without CX-OS TIME (MONTHS) TO MAINSTREAM 8 A Message in Every Machine 10 Super-Hero CMOs Emerge 1 Journey Budgets Get Reshuffled Bots Break Advertising Superhero CMOs Emerge - By 2020, the first superhero CMOs will emerge because they received C-Level permission to disrupt traditional go-to-market operations Boardroom Battle for the Customer - By 2020, 25% of CEO s will appoint a Chief Customer Officer (CCO) in an attempt to unify the imperative of customer-centricity. "Free Range" Content Invasion - By 2020, more than 50% of a company's commercial content will be created outside of marketing's direct control. Journey Budgets get Reshuffled - By 2019, one-third of today's awareness budget will be redirected to stages later in the buyer's journey. "Dark Social" Shines - By 2018, 15% of companies will shift the majority of their social marketing focus out of the public sphere and into private groups and messaging apps. Events are the Main Event - By 2017, events will surpass advertising as the top marketing program investment in more than 50% of B2B IT vendors. Marketing GO! - By 2020, 20% of IT Vendors will have augmented reality pilots in place that will serve as the foundation for immersive marketing. DX Fails without CX-OS - By 2020, 50% of digital transformation (DX) initiatives will fail due to the lack of an endto-end customer experience operating system (CX-OS). Bots Break Advertising - By 2020, 40% of e-commerce transactions will be enabled by cognitive/ai personal shoppers and conversational commerce. A Message in Every Machine - By 2020, 15% of display advertising will be executed via connected devices such as vehicles, wearables, facilities, and in-home. Note: The size of the bubble indicates complexity/cost to address. IDC Visit us at IDC.com and follow us on 3

4 Drivers for CMO Predictions Customer Centricity - Easy to Say, Very Hard to Do DX - Technology-centric Transformation Altering Business and Society Everything, Everywhere - the Rise of Computer-Based Intelligence DX Delta Industry Leaders Widen Performance Gap Shifting Economics - Data as Digital Capital Talent Crunch - Global Demand for Digital Workers Innovation Impasse - Systems of Record Constrain Evolution For additional details on the above Drivers, please refer to report IDC FutureScape: Worldwide CMO 2017 Predictions IDC Visit us at IDC.com and follow us on 4

5 IDC FutureScape: CMO Predictions Highlights 1. Prediction 6: Events are the Main Event - By 2017, events will surpass advertising as the top marketing program investment in more than 50% of B2B IT vendors. 2. Prediction 8: DX Fails without CX-OS - By 2020, 50% of digital transformation (DX) initiatives will fail due to the lack of an end-to-end customer experience operating system (CX-OS). 3. Prediction 9: Bots Break Advertising - By 2020, 40% of e-commerce transactions will be enabled by cognitive/ai personal shoppers and conversational commerce. For additional details on all 10 Predictions, please refer to report IDC FutureScape: Worldwide CMO 2017 Predictions IDC Visit us at IDC.com and follow us on 5

6 A single department or agency ORGANIZATIONAL IMPACT Multiple departments or agencies Enterprise wide Prediction 6: Events are the Main Event - By 2017, events will surpass advertising as the top marketing program investment in more than 50% of B2B IT vendors Impact Events can fill gaps in digital marketing. Buyers will become more selective so event CX is paramount. Boardroom Battle for the Customer 2 DX Fails Without CX-OS 8 Super-Hero CMOs Emerge 1 Guidance Benchmark your events spend. Content distribution will cease to be the primary focus of events. "Dark Social" Shines Events are 5 the Main Event 6 7 "Free Range" Content Invasion 3 4 Marketing Go! A Message in Every Machine 10 Journey Budgets Get Reshuffled Bots Break Advertising TIME (MONTHS) TO MAINSTREAM Note: The size of the bubble indicates complexity/cost to address. Source: IDC, 2016 IDC Visit us at IDC.com and follow us on 6

7 A single department or agency ORGANIZATIONAL IMPACT Multiple departments or agencies Enterprise wide Prediction 8: DX Fails without CX-OS - By 2020, 50% of digital transformation (DX) initiatives will fail due to the lack of an end-to-end customer experience operating system (CX-OS) Impact Guidance Lack of integration between systems creates breaks in CX. CX-OS services should be designed for flexibility. CX should be the organizing principle of all DX initiatives. Centralized services should orchestrate CX across departments. Boardroom Battle for the Customer "Dark Social" Shines Events are 5 the Main Event "Free Range" Content Invasion 3 4 Marketing Go! DX Fails Without CX-OS 8 A Message in Every Machine 10 Super-Hero CMOs Emerge 1 Journey Budgets Get Reshuffled Bots Break Advertising TIME (MONTHS) TO MAINSTREAM Note: The size of the bubble indicates complexity/cost to address. Source: IDC, 2016 IDC Visit us at IDC.com and follow us on 7

8 A single department or agency ORGANIZATIONAL IMPACT Multiple departments or agencies Enterprise wide Prediction 9: Bots Break Advertising - By 2020, 40% of e-commerce transactions will be enabled by cognitive/ai personal shoppers and conversational commerce Impact Compelling data will rival content and creative in campaigns. New ways to engage audiences are needed. Boardroom Battle for the Customer 2 DX Fails Without CX-OS 8 Super-Hero CMOs Emerge 1 Guidance Capture everything and create data shopping lists for new insights Translate customer insights into insights for customers. "Dark Social" Shines Events are 5 the Main Event 6 7 "Free Range" Content Invasion 3 4 Marketing Go! A Message in Every Machine 10 Journey Budgets Get Reshuffled Bots Break Advertising TIME (MONTHS) TO MAINSTREAM Note: The size of the bubble indicates complexity/cost to address. Source: IDC, 2016 IDC Visit us at IDC.com and follow us on 8

9 A single department or a business unit ORGANIZATIONAL IMPACT Multiple departments or business units Companywide IDC FutureScape: Worldwide CMO Predictions Boardroom Battle for the Customer "Dark Social" Shines Events are 5 the Main Event 2 "Free Range" Content Invasion 6 7 Marketing Go! DX Fails Without CX-OS TIME (MONTHS) TO MAINSTREAM 8 A Message in Every Machine 10 Super-Hero CMOs Emerge 1 Journey Budgets Get Reshuffled Bots Break Advertising Superhero CMOs Emerge - By 2020, the first superhero CMOs will emerge because they received C-Level permission to disrupt traditional go-to-market operations Boardroom Battle for the Customer - By 2020, 25% of CEO s will appoint a Chief Customer Officer (CCO) in an attempt to unify the imperative of customer-centricity. "Free Range" Content Invasion - By 2020, more than 50% of a company's commercial content will be created outside of marketing's direct control. Journey Budgets get Reshuffled - By 2019, one-third of today's awareness budget will be redirected to stages later in the buyer's journey. "Dark Social" Shines - By 2018, 15% of companies will shift the majority of their social marketing focus out of the public sphere and into private groups and messaging apps. Events are the Main Event - By 2017, events will surpass advertising as the top marketing program investment in more than 50% of B2B IT vendors. Marketing GO! - By 2020, 20% of IT Vendors will have augmented reality pilots in place that will serve as the foundation for immersive marketing. DX Fails without CX-OS - By 2020, 50% of digital transformation (DX) initiatives will fail due to the lack of an endto-end customer experience operating system (CX-OS). Bots Break Advertising - By 2020, 40% of e-commerce transactions will be enabled by cognitive/ai personal shoppers and conversational commerce. A Message in Every Machine - By 2020, 15% of display advertising will be executed via connected devices such as vehicles, wearables, facilities, and in-home. Note: The size of the bubble indicates complexity/cost to address. IDC Visit us at IDC.com and follow us on 9

10 Audience Q&A Gerry Murray Director Andrew LeClair Research Analyst Note: The size of the bubble indicates complexity/cost to address. IDC Visit us at IDC.com and follow us on 10

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