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 Challenged as never before to instill new disciplines, skills and focus in their organizations, top marketing executives responded aggressively in 2006 by shaking up internal departments, jettisoning underperforming agencies, and bringing new metrics and measurability to programs and initiatives. The climate of change continues in 2007 as executives make further changes to upgrade organizational effectiveness, strengthen customer engagement, and achieve even greater measurability. Most marketers say they will have larger budgets in 2007 to accomplish these goals.
Those are among the findings of the 2007 Outlook Survey conducted by the CMO Council, a peer networking and thought leadership organization of more than 3,000 top marketing executives worldwide. The survey demonstrates clearly that marketing is undergoing substantial changes due to a mandate for chief marketing officers (CMOs) to improve the relevance, accountability and performance of their organizations.
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