Survey of global CMOs shows concern about falling behind

05/9/2013 | Advertising Age (tiered subscription model)

Seven in 10 chief marketing officers say that to remain competitive, they have five years to change their corporate marketing strategy to take account for an increasingly digital world, according to a survey by Accenture Interactive. Forty percent of the CMOs say they are still not prepared to meet their objectives and 20% rate themselves as "below average in multichannel attribution, correlating advertising to sales and measuring media and buying effectiveness," Baiju Shah and Brian Whipple write.

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