Forrester Research has put out a new report that analyzes information they obtained from 300 CMOs (Chief Marketing Officers) about the problems they're focusing on in 2008.
Apparently North American CMOs worry about effective budget allocation more than their global counterparts. Forrester thinks those people should be worrying about what they refer to as "...the top three strategic issues: globalization, marketing technology, and their agency relationship."
Absolutely.
We're all facing more competition since the web has become the modern yellow pages for everyone...especially for business-to-business vendor searches. Marketing technology is important because you can capture and analyze meaningful market data and meaningful customer information. Of course data is pointless if you do nothing with it. Or worse...if you ignore it.
We love reading that ANYONE thinks managing the agency relationship is important. Frankly we'd love for CMOs to realize that we're here to make their jobs easier, not harder. We're here to make you the hero of your organization. We believe that kind of relationship happens when the client and the agency truly partner to grow the client's business.
Are you looking to do great things in 2008? Are you willing to partner with your agency and treat marketing as the powerful investment it is or will you continue searching for that magic wand to wave over your marketing budget?
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