Top CEOs Prioritize Customer Experience But Not Marketing: IBM Report
You can bet your CEO doesn’t worry about missing cookies or stale pastries: she has staff for that. In fact, she probably isn’t thinking about marketing at all. This IBM survey found that just 19% of CEOs said their CMO held a critical role, compared with 57% for CFOs, 56% for COOs, and 39% for CIO/CTO. Only Chief Human Resources Officers ranked lower. While customer experience was a top priority, high-performing CEOs said new ecosystems and better data were the most important tools for improving it and put personalization dead last. Oddly enough, underperforming CEOs had the order reversed.