Infographic: How Brands Struggle Internally to Adapt to Digital

Is this the year CMOs demand a new operating model?

95% of companies globally are investing in structure, people, processes and tools to boost their digital maturity. iStock Photo
Headshot of Erik Wander

As digital disruption continues to create both challenges and new opportunities, brands are making changes to their legacy operating models, technologies and processes, according to Accenture’s Intelligent Operations research. But there are impediments to transforming marketing, and many of them are internal. Two-thirds of marketers see lack of long-term investment as an obstacle, for instance, and a similar percentage say fear of change is holding their company back.

As they consider how to transform their marketing models, which Accenture research shows is a top priority for most companies, CMOs are recognizing the need to make investments and changes in their marketing organizations, as a full 95 percent of companies globally say they’re investing in structure, people, processes and tools to boost their digital maturity.

“CMOs are now implementing a much more data-driven approach to marketing to ensure all activity delivers against business-performance metrics,” said Nikki Mendonça, president of intelligent marketing operations at Accenture.

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This story first appeared in the Feb. 26, 2018, issue of Adweek magazine. Click here to subscribe.

@ejwander Erik Wander is the digital features editor at Adweek where he oversees Adweek's Story Desk.
Publish date: February 25, 2018 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT