New SAP research highlights the most important aspects for CMOs

[nusratjahan]

SAP's new research explores the priorities of Chief Marketing Officers (CMOs) and the challenges they face in staying current on new trends, while also developing new skills for innovative business approaches. So, what are the most important aspects for CMOs?

The study , consisting of a quantitative and qualitative analysis conducted between December 2019 and February 2020, involved over 100 marketing managers from medium-sized shop and large Italian companies. According to the research, the Italian companies in the sample are at an intermediate stage of marketing digitalization: digitalization processes have certainly begun, but several interventions are necessary. Marketing managers themselves, in fact, have this perception of their own companies.

Digitalization, CMOs' sources of information
The analysis then goes into detail about the channels CMOs use to stay informed, including participating in training courses and specialized events and consulting industry magazines, while a small portion of those interviewed use external consultants. Thanks to these tools, most feel reasonably informed about issues related to the digitalization of their role, but only 1 in 10 feels very well-prepared, while 2 in 10 feel little or not at all. Therefore, there is a gap for information that still needs to be filled .

Digitalization: what are the most developed activities?
The focus then shifts to corporate digitalization, where the most advanced activities appear to be social media, implemented or in the process of being implemented by almost all of the companies interviewed. This is closely followed by the (inevitable) presence of GDPR management solutions. This is closely followed by targeted communications with customers and prospects. Bringing up the rear, however, are the use of platforms for listening to customers and managing agents and salespeople, and, even more surprisingly, e-commerce