Marketing is a (Buyer) Journey, Not a Destination – A CMO Solution Guide via The CMO Club in partnership with IBM

The study features feedback from 100 CMO Club members and the perspectives of eight marketing executives from companies including Wells Fargo, Bally & Ticketmaster.

The CMO Club in partnership with IBM, conducted research among the world’s top marketers to produce Marketing is a (Buyer) Journey, Not a Destination, a CMO Solution Guide.  The study features feedback from 100 leading CMO Club members and the perspectives of eight marketing executives from companies including Wells Fargo, Bally, Ticketmaster, Valspar, CNO Financial, medCPU and Goddard Schools. We found that Chief Marketing Officers are shifting budgets — from majority spend traditionally focused on customer acquisition — towards customer retention and advocacy. The study also reveals that CMOs are increasing their budgets and allocating a greater part of their investments…