Marketers Are Ready for Change

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Data, social, and the new role of the CMO were just a few of the topics covered during Accenture's #digitalchat on Twitter.

Marketers gathered on Twitter yesterday for a discussion about several of the marketing world's hot issues—based around Accenture Interactive's recent CMO-CIO survey. The discussion, led by Glen Hartman, managing director of digital transformation at management consultancy Accenture Interactive, was filed under the hashtag “#digitalchat," a monthly Twitter forum Accenture hosts.

Although the topics discussed were many and varied, the conversation repeatedly returned to organizational design. The prevailing opinion pointed to a need for structural change at the enterprise level, with customer-centricity at the center.

Many participants seemed particularly rankled by the expanding purview of marketing and the increasingly heavy title of CMO.

Data, of course, was another major driver in the discussion.

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