凯捷：2025化繁为简：首席营销官如何重掌营销以构建竞争优势研究报告（英文版）（80页）.pdf

1、From complexity to clarity:How CMOs can reclaim marketing to build competitive edgeMake it real.From complexityto clarityHow CMOs can reclaim marketing to build competitive edge.Table of contents2Capgemini Research Institute 2025From complexity to clarity:How CMOs can reclaim marketing to build comp

2、etitive edgeExecutive summary04Who should read this report and why?09High expectations+underwhelming results=a need to reimagine10Inefficiencies,gaps,and areas of misalignment in the marketing ecosystem163Capgemini Research Institute 2025From complexity to clarity:How CMOs can reclaim marketing to b

3、uild competitive edgeRecommendations:Reclaim your marketing to build competitive edge40Research methodology60Appendix70AI promises transformation but impact is lacking so far24Executive summary Reclaiming marketing:A movement for the new eraOver the past decade,like other functions,marketing has see

4、n a relentless push toward digital.Marketers have shifted focus from creativity to data and from brand to dashboards.Technology-driven initiatives and projects dominate the new marketing agenda.COVID-19 accelerated digitalization:everything needed to be done remotely,using more platforms,more tools,

5、and more metrics.Marketing became a machine that organizations could run from anywhere.Human interaction became optional but,as a consequence,marketings soul has started to slip away.Now,data is everything.AI and large language models(LLMs)are changing the game.But this intersection of creativity,pr

6、ocess,and technology is messy and unstructured.In trying to cope with the new demands,teams are stretched thin.Talent is hard to retain.There is an urgent need for clarity.In all this chaos,customer-centricity and engagement are suffering.In the face of ongoing economic uncertainty,leaders are telli