A world where marketing, sales, account management and finance all coordinate their interactions with the customer — sharing notes and data to provide a unified experience — is still far off for most businesses. But with the help of new digital tools, nearly every company is aiming to get there via a “digital transformation,” according to new research from the Altimeter Group.
Eighty eight percent of companies said they are going through a formal digital transformation effort this year, according to the report. The trend is one marketers should pay attention to, as 54% of companies surveyed by Altimeter said the mandate to lead the digital transformation is driven by the CMO. CEOs, the report found, champion digital transformation 42% of the time, with CIOs coming in at 29%. Respondents were asked to select all that apply.
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