Research: CMOs Looking for Integration, Will Work With Fewer Firms

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By Tonya Garcia Comment

The Horn Group and Kelton Research have released further findings from The CMO Challenge, a study the firms conducted in May. We previewed the results last week with this handy dandy infographic that shows 2/3 of CMOs prefer working with smaller firms and 80 percent think integrated services will be more important over the next five years.

The study also found that 60 percent of CMOs have had difficulties finding a full-service, integrated firm. Seventy-two percent of respondents said increased integration means they’ll eventually work with a smaller roster of firms. And 68 percent of CMOs think their businesses have been left behind in the digital integration game.

The firms surveyed nearly 300 senior execs over the age of 25 who have been in their position for at least five years. You can download the full report here.

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