Independent research and advisory firm Forrester
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Brace Yourselves, CMOs. 2017 Is Coming.

3rd Nov 2016
Independent research and advisory firm Forrester
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We can’t help but think CMOs feel a great deal of empathy for the characters in, Game of Thrones.  Westeros is a cutthroat environment riddled with cunning strategy, but also a profound amount of character turnover, shall we say. Marketing is no less strategic, what with digital disruption, an evolving customer base, and brand strategy calculus also creating drama and departures.

So in 2017, what will smart CMOs do to survive until 2018? CMOs must demonstrate their brands’ promises everywhere. Specifically, they must evolve their brand and CX strategies to close the distance between brands. Forrester expects that:

Brands will go Post Digital. To customers, there are no longer boundaries between the digital and the physical worlds.  CMOs who get this will work to connect with customers emotionally, create one-to-moment, personalized interactions, and stress a human, helpful, and handy charter as the guiding principles of their marketing efforts.  

Organizations will update talent and structure. The scramble to do the right thing by empowered customers next year will finally force CMOs to consider the skills shortage ever-present on their teams.  This will lead to much needed training of existing talent and realigning teams with brand visions and customer needs.

And what comes of CMOs who shun the Post Digital shift? Spoiler alert: We expect roughly a third of CMOs find themselves dusting off the old resume while they catch-up on the last season of Game of Thrones.

This blog was written by Forrester VP and Principal Analyst Shar VanBoskirk, and was first published here. ​ To learn more about what Forrester expects next year, visit http://forr.com/predictions2017 to download our free 2017 predictions guide that covers the top 15 dynamics that will shape the future in the age of the customer. 

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