Over the last few years, marketing publications have reminded us countless times of the dangers of being a CMO, of which the most lamented was the role’s short-tenure. At the bottom of the corporate trough, the figure of 22 months was bandied about regularly. Research indicates that the number of months has risen slightly but by any measure, it’s still a short duration for any C-level role.
Tech marketing organizations have been in a snow-globe swirl of re-organization, budgetary upheaval and operational transformation over the past two years. IDC expects some of this volatility will settle down a bit as we work our way through 2012 and beyond.
This does not mean that the "tech marketing transformation" will not continue to sweep through organizations. It means that living with transformational change and embracing it is now the new reality. But it will not rock the marketing organization with the "shock factor" of recent periods.
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SAP India is the fastest growing subsidiary of SAP AG, and Jonathan Becher was in India to understand the industry trends and speak to the influencers and bloggers. Paul Writer also managed to sneak in a few minutes to have a conversation with this Global CMO on tips for blogging and the initiatives at SAP to reach out to the community of developers and bloggers to leverage social media in spreading the Brand SAP. The conversation was short but his viewpoint was interesting…]]>
After interviewing some 200 brand marketers and executives from 10 agencies that work with business-to-business clients, Jeff Ernst, Forrester Research analyst concludes that marketing automation and analytics, mobile devices, and content marketing will be big trends in 2012.
For some, those developments will come as no surprise. The requirement to justify marketing spend by demonstrating return on investment is simply a requirement for B2B marketing executives, hence the heightened emphasis on analytics that offer insight into the revenue implications of marketing activities.
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