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In interviews with CMOs worldwide, four "universal game-changers" surfaced:

  • The data explosion;
  • Social media;
  • The proliferation of channels and devices;
  • Shifting consumer demographics.

The most proactive CMOs are responding to these challenges by focusing on customer relationships, not just transactions.

In this executive report from IBM, learn the three strategic elements being explored by CMOs:

  • Delivering value to empowered customers;
  • Fostering lasting connections;
  • Measuring marketing's contribution to the business in relevant, quantifiable terms.

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