Cover Image
市場調查報告書

10名CMO:在任期間、混亂、轉換

Ten CMOs on Tenure, Turmoil, and Transformation

出版商 IDC 商品編碼 337831
出版日期 內容資訊 英文 20 Pages
訂單完成後即時交付
價格
Back to Top
10名CMO:在任期間、混亂、轉換 Ten CMOs on Tenure, Turmoil, and Transformation
出版日期: 2014年12月15日 內容資訊: 英文 20 Pages
簡介

本報告提供技術系企業的CMO (行銷最高負責人) 所扮演的角色相關資料,以行銷前10名的現況與未來趨勢相關採訪為基礎,提供使CMO的任務成功的「最初的100日」策略相關驗證等系統性資訊。

IDC的見解

調查概要

概況

  • 技術系企業的CMO的在任期間分析
    • CMO「客戶流失」的問題
    • 順應形勢
    • CMO的最初的100日

未來展望

  • CMO的角色演進

參考資料

  • 附錄

圖表

目錄
Product Code: 253380

This IDC Insight interviews 10 marketing heads from a range of company sizes and business models for their views on the current and future state of the tech chief marketing officer (CMO) role. Each of these leaders had been in their role for approximately one year or less - although each is seasoned and wise, and most have held similar roles in other companies. These savvy, experienced, leaders also let IDC inside their playbook for a successful "first hundred days" on the CMO job.

Table of Contents

IDC Opinion

In This Insight

Situation Overview

  • The Tech CMO Tenure Study
    • Exploring the Issue of CMO "Churn"
      • Driver 1: The Opportunity Wave
      • Driver 2: The Capability Gap
    • The Situational Fit
    • The CMO's First Hundred Days
      • Understand Your Real Job
      • Speed Up Your Learning Curve
      • Get the Right People on the Bus
      • Make a Visible Difference
      • Expedite Key Initiatives with Operational Rigor
      • Develop Critical Alliances

Future Outlook

  • The CMO Role Evolution

Learn More

  • Appendix: Biographies
    • Paul Appleby, Executive Vice President, Worldwide Sales and Marketing, BMC
    • Andy Cunningham, Chief Marketing Officer, Avaya
    • Greg Estes, Vice President of Enterprise Marketing, NVIDIA
    • Christine Heckart, Chief Marketing Officer, Brocade
    • Kevin Iaquinto, Chief Marketing Officer, JDA
    • Peter Isaacson, Chief Marketing Officer, Demandbase
    • Jonathan Martin, Chief Marketing Officer, EMC
    • Lisa Joy Rosner, Chief Marketing Officer, Neustar
    • Elisa Steele, President (Formerly Chief Marketing Officer), Jive Software
    • Lynn Vojvodich, Executive Vice President and Chief Marketing Officer, Salesforce

List of Figures

  • Figure: Number of Tech CMOs with Start Date in Designated Year
  • Figure: Paul Appleby, Executive Vice President, Worldwide Sales and Marketing
  • Figure: Andy Cunningham, Chief Marketing Officer
  • Figure: Greg Estes, Vice President of Enterprise Marketing
  • Figure: Christine Heckart, Chief Marketing Officer
  • Figure: Kevin Iaquinto, Chief Marketing Officer
  • Figure: Peter Isaacson, Chief Marketing Officer
  • Figure: Jonathan Martin, Chief Marketing Officer
  • Figure: Lisa Joy Rosner, Chief Marketing Officer
  • Figure: Elisa Steele, President (formerly Chief Marketing Officer)
  • Figure: Lynn Vojvodich, Executive Vice President and Chief Marketing Officer
Back to Top