Accenture: CMOs Face Greater Responsibility

MediaPost, 8/12/10

Marketing executives are being asked to contribute more to their companies’ growth, but they are feeling ill-equipped to do so, according to a new study from Accenture.

“[Marketers are] being laden with more responsibility and greater responsibility for profitable growth than they were before the recession started,” Kevin Quiring, the senior executive leading Accenture’s North American marketing transformation practice, tells Marketing Daily. “That’s posing new challenges for them, and it means they have to do some things differently.”

According to a survey of 400 senior marketing executives in Asia Pacific, Europe and North America, the top strategic objectives were improving operational efficiency, increasing profitability, and responding to change. However, they are hampered by inefficient business practices (21%), inadequate funding and resources (17%), poor integration with other business units (15%), a lack of required skills (13%) and lack of access to necessary customer data (6%).

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