What’s Keeping CMOs Up at Night?

By Tony Case

With much uncertainty swirling around — the volatile state of the economy, the management of increasingly complex business relationships, the latest technological advancements — it’s little wonder B2B marketing chiefs are tossing and turning in their sleep. In its fifth annual “Marketing On My Mind” report, based on a survey of more than 500 CMOs, the research company Brand Keys offered insight into what’s top of mind for marketers who face what the firm called a “perfect storm” of miseries, including the rollercoaster economy and rapidly changing technologies. “If you look at the things that are most important to CMOs — budget cuts, integrating artificial intelligence — there are a lot of people having nightmares about [them],” says Robert Passikoff, founder and president of Brand Keys. At the same time, it’s become much more difficult for marketers to harness consumers’ attention. “There are more platforms, and keeping up with customer expectations is becoming an enormous part of the job,” Passikoff adds.

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Courtesy of Association of National Advertisers