Market Research Logo

IDC FutureScape: Worldwide CMO 2018 Predictions

IDC FutureScape: Worldwide CMO 2018 Predictions

This IDC study provides IDC's top 10 predictions for chief marketing officers and their organizations for 2018."Customer experience typically starts with marketing," said Gerry Murray, research director, Sales and Marketing Technology, "and therefore, marketers have the first opportunity to drive customer expectations beyond the reach of competitors. The extent to which marketers use all their new technology and data to deliver value over and above the products and services they're trying to sell will determine which brands dominate in a customer-centric world."

Please Note: Extended description available upon request.


IDC FutureScape Figure
Executive Summary
IDC FutureScape Predictions
Summary of External Drivers
Predictions: Impact on Technology Buyers
Prediction 1: By 2021, Privacy Will Have Been Redefined from "the Selective Sharing of Data" to "the Value of Data" and Digital Marketplaces Will Have Emerged That Enable Consumers to Provide Data in Return for VIP Services, with up to 10% of Consumers in Developed Countries Participating
Associated Drivers
IT Impact
Guidance
Prediction 2: By 2021, at Least 15% of Businesses' Standard Customer Experience Decisions Will Be Handled by Algorithms as Companies Shift from Person-to-Person (P2P) to Machine-to-Person (M2P) Engagement and Transactions
Associated Drivers
IT Impact
Guidance
Prediction 3: By 2020, 20% of Marketers Will Share Customer Experience Budgets, Processes, Metrics, and Compensation with All Other Customer-Facing Functions in the Enterprise Including Sales, Finance, Fulfillment, Customer Service, and Contact Center
Associated Drivers
IT Impact
Guidance
Prediction 4: By 2019, 80% of B2B Marketers Will Have at Least One Account-Based Marketing Campaign in the Field
Associated Drivers
IT Impact
Guidance
Prediction 5: By 2019, Available Inventory in Marketing Databases Will Shrink by 40%
Associated Drivers
IT Impact
Guidance
Prediction 6: By 2021, 70% of Digital Advertising and Marketing Will Be Augmented or Automated Using Artificial Intelligence and Machine Learning
Associated Drivers
IT Impact
Guidance
Prediction 7: By the End of 2021, 75% of Large B2B Events Will Personalize Participant Experiences Using Human-to-Machine Technologies; Augmented Reality, Sensors, and the Use of Biometric Data Will Propel Events into Brand Differentiating Powerhouses
Associated Drivers
IT Impact
Guidance
Prediction 8: By 2021, 25% of B2B Companies Will Reshape Their Marketing Organizations into Nonhierarchical Structures, Aided by Collaborative Technologies; New Forms, Such as Circles, Squads, and Tribes, Will Help Companies Break out of Silos and Provide Better Customer Experiences
Associated Drivers
IT Impact
Guidance
Prediction 9: By 2020, 60% of B2B CMOs Will Be Held Accountable for at Least One Customer-Oriented Metric as Companies Accept Customer Centricity as Core to the Marketing Mission; Metrics for Loyalty, Advocacy, and Quality Take Their Place Alongside Revenue-Related Metrics
Associated Drivers
IT Impact
Guidance
Prediction 10: By 2020, 50% of B2B Companies Will See a Reduction in Sales, General, and Administrative (SG&A) Costs of up to 15% as More Cost-Effective Automated and Algorithmic Marketing Eclipses the High Cost of Selling
Associated Drivers
IT Impact
Guidance
Advice for Technology Buyers
External Drivers: Detail
Accelerating DX: Technology-Centric Transformation Altering Business and Society
Pace of Change: Technology Capabilities Enable Sustainable Change at the Speed of Digital Business
DX Delta: Leaders and Disruptors Widen Performance Gap
Human Versus Machine: The Impact of AI and Automation
Sense, Compute, Actuate: The New Data-Centric Paradigm
The Future Workforce: Global Demand for Digital Talent
Customer Experience: New Organizational Models and Infrastructure Design Required
Learn More

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report