David Blecken
Feb 20, 2019

CMOs need to muscle in on digital transformation, Forrester says

By taking full responsibility for the customer experience, marketers can play a more serious role in effecting change.

(Shutterstock)

Digital transformation’ remains a favourite buzzword in marketing circles, but few marketers really have much say in it, a new global study suggests.

Forrester’s research, which canvassed more than 1700 respondents across China, the US, UK, Australia, Canada, France and Germany, found that transformation is most often the preserve of IT managers, with 42% leading execution. Otherwise, the task falls on the CIO, CTO or other technology leader 40%.

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