The Leapfrog Marketing Institute released its third CMO Digital Benchmark Study in Q4 2015. The study continued the exploration from the previous CMO Digital Benchmark Studies on how senior marketers were navigating the evolving digital space.
The 2015 CMO Digital Benchmark Study added technology executives into the respondent population. With these new perspectives, the Study’s key learning was that marketing and technology executives were not aligned to achieve business goals, including a lack of common goals and incentives—likely the root cause of the relationship challenge. The 2016 CMO Digital Benchmark Study is built to further understand the cause of this challenge, with continued perspectives from both marketing and technology executives.