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Tomorrow's CMO: Marketing's generation of change

Published by Adobe Workfront

Over the past 18 months, those senior marketing leaders have been put under even more pressure as they stepped up to lead their teams through one of the most challenging, if not the most challenging, periods in business history.

Marketing strategies and plans were forced to pivot overnight and adapt to constantly changing, and completely unpredictable, market forces. At the same time many faced budget cuts, reduced headcount, alongside the challenge of managing entirely remote and dispersed teams.

This research, which surveyed 1,100 senior marketers across Europe and Australia, shows that as marketers rebalance from the last 18 months, they are more acutely aware of the opportunities they have to transform the way marketing works for the better.

This report explores their vision for the future of marketing, the key attributes they expect to bring to the role of CMO, their ambition to make change and improve the marketing ecosystem—and why existing CMOs need to step up and help their teams make thosechanges today.

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