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IDC Releases 2014 Predictions for Chief Marketing Officers

International Data Corporation (IDC) today hosted a Web conference, IDC Chief Marketing Officer (CMO) 2014 Predictions: The Emergence of the Chief 'Something-or-Other', highlighting the top 10 market predictions for the year ahead. Featuring Rich Vancil, Group Vice President, IDC's Executive Advisory Strategies, and Kathleen Schaub, Vice President, CMO Advisory Service, the session provided insight on long-term industry trends along with new themes on the horizon that will most impact the role of the CMO. The Predictions Web Conference Series is designed to help company leaders capitalize on emerging market opportunities and plan for future growth.

An audio replay of today's webinar will be available within 12 hours. To access the replay, please visit

The Top 10 Predictions for Chief Marketing Officers are:

  • Prediction 1 – The CMO role becomes "open for definition" as today's CMO job description becomes considerably more complex and critical.
  • Prediction 2 - Innovative CMO and CIO pairs will throw out the rule book when it comes to IT's support of Marketing.
  • Prediction 3 - By 2020, the Marketing function in leading companies will be radically reshaped into three organizational "systems" - content, channels, and consumption (data).
  • Prediction 4 - The best marketers will understand that "Content Marketing" does not equal "Thought Leadership".
  • Prediction 5 - Multi-channel coverage becomes an opportunity and a challenge area, as CMOs integrate media silos.
  • Prediction 6 - 80% of customer data will be wasted due to immature enterprise data "value chains".
  • Prediction 7 - By the end of 2014, 60% of CMOs will have a formal recruiting process for people with data skills.
  • Prediction 8 - Only 20% of marketers will receive formal training on analytics and customer data management.
  • Prediction 9 - Fragmented marketing IT point products and low adoption rate will inhibit companies' ability to win customers.
  • Prediction 10 - Digital marketing investment will exceed 50% of total program budget by 2016.

"Buyers are evolving their purchase practices faster than vendors are changing their marketing practices. It's not a matter of doing the same things better. The Chief Marketing Officer cannot avoid broader responsibility as the digital customer experience bursts traditional boundaries," said Kathleen Schaub, Vice President of the IDC CMO Advisory Service. "IDC predicts that by 2020, marketing organizations will be radically reshaped. The core fabric of marketing execution will be ripped up and rewoven by data and marketing technology."

For additional information about these predictions or to arrange a one-on-one briefing, please contact Sarah Murray at 781-378-2674 or [email protected]. Reports are available to qualified members of the media. For information on purchasing reports, contact [email protected]; reporters should email [email protected].

About IDC Predictions

A hallmark of IDC's offering for three decades, the annual Top 10 Predictions reports provide our outlook on the IT market, across industries, in the coming year. During the next 60 days, IDC will publish dozens of Top 10 Predictions documents and host more than 50 events looking ahead to 2014. Please visit for a complete listing.

About IDC

International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. IDC helps IT professionals, business executives, and the investment community to make fact-based decisions on technology purchases and business strategy. More than 1,000 IDC analysts provide global, regional, and local expertise on technology and industry opportunities and trends in over 110 countries. For more than 49 years, IDC has provided strategic insights to help our clients achieve their key business objectives. IDC is a subsidiary of IDG, the world's leading technology media, research, and events company. You can learn more about IDC by visiting

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