January 8, 2013 – Chief marketing officers are entering unknown territory with demands on their customer data and the makeup of their departments in 2013, according to a new market review by IDC. On Tuesday, a pair of analysts laid out their expectations for enterprise marketing in a presentation entitled “2013 Chief Marketing Officer Predictions: Today’s CMO Becomes Master of Data.”
Rich Vancil, group VP of IDC’s Executive Advisory Strategies division, said that during his decade at IDC and 30 years involved in enterprise marketing, “without exaggeration, I’ve seen more change in the CMO suite in the last year than perhaps the last 30 years combined.” Vancil expects more “rapid change” in the year ahead, particularly in the organizational dynamics surrounding the roles of marketing officers and departments.
With data comes expectations of capabilities to make business sense out of 1s and 0s, says Kathleen Schaub, a research VP at IDC and part of the CMO advisory team on the call Tuesday. In 2013, IDC anticipates that half of new marketing hires will come with a technical background.