CMOs Point to Biz Inefficiencies as Chief Barrier to Implementing Digital Focus

Digital marketing is “game-changing,” says Accenture in a new report looking at how CMOs around the world are working to create a seamless customer experience. But while it’s critical to implement a digital orientation, defined as “working across the organization to infuse a digital focus in all business processes and functions,” that’s easier said than done. In fact, among 5 key marketing capabilities, the gap between performance and importance is greatest for digital orientation, with CMOs most often saying that inefficient business practices are to blame. (more…)