CMOs focused on hyper-relevant customer experience deliver higher returns, Accenture finds

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March 27, 2019 - Erica Sweeney of Marketing Dive writes: Dive Brief: CMOs that prioritize and delivery hyper-relevant customer experiences generate 11% higher shareholder returns, according to a new Accenture report, "Way Beyond Marketing—The Rise of the Hyper-Relevant CMO," shared with Marketing Dive. The report is based on a survey of 1,000 CMOs and more than 500 CEOs at large organizations around the world.

Thirty-one percent of CEOs expect CMOs to use customer data and insights to create new products, services and experiences. The most innovative CMOs, which make up the top 17%, partner with the C-suite to develop customer-obsessed organizational cultures. These CMOs are more likely than their peers to use emerging technology to predict customer behavior and identify untapped revenue streams.

Most CEOs and CMOs, or 90%, agree that the role of marketers will change significantly over the next three years. Leading CMOs are thinking ahead about skills their teams will need for future success, and are more likely to rely on new marketing roles like immersive experience designers, growth hackers, futurologists, trust leaders, chief storyteller and custom experience curators. More...