All of us are aware of the forces changing business and markets today. But it is not so easy to see what the marketing profession is turning into in response. To understand this, IBM undertook our first-ever Global Chief Marketing Officer Study. We aimed for 1,000 participants. More than 1,700 CMOs from 64 countries spoke face-to-face with us for an hour. We believe it is the largest survey of its type ever conducted. It clearly speaks to a broad awareness of how our roles have evolved over the past decade.
