THE CUSTOMER IS BACK
DIGITAL CONNECTIONS 2.0
Why CMOs are refocusing on
the customer journey for 2023Contents
Introduction 1
Executive Summary 2
Commercial Goals 3
The Customer is Back 4
Challenges for CMOs 5
Rethink for Martech 6
Final Thoughts 7
About Modern8 Introduction
Revealing the strategic
imperatives for CMOs in 2023
1 Modern | Introduction
Introduction
In early 2022, we released our Digital Connections report which revealed the About Digital Connections 2.0
challenges, priorities and attitudes of CMOs working in B2B for the year ahead.We commissioned Censuswide, a global insight
In this follow-on report, Digital Connections 2.0, we outline how priorities,driven research company, to survey 300 CMOs
plans and expectations have changed for 2023.
in B2B companies with 1,000 or more employees
It is evident that while investment in martech continues apace, global economic
challenges have led to a renewed emphasis on customer value and return in the UK and US. Their responses reveal the top
on investment. marketing technology priorities, challenges, and
This represents a strategic shift that takes marketing back to its fundamentalsaspirations occupying their agendas over the
and has major implications for data integration, training, skills and
marketing programmes. coming 12 to 18 months. Executive Summary
A 50% fall in the rate of global
growth is fuelling a return
to fundamentals
2