This IDC study provides IDC's top 10 predictions for chief marketing officers and their organizations for 2018.

"Customer experience typically starts with marketing," said Gerry Murray, research director, Sales and Marketing Technology, "and therefore, marketers have the first opportunity to drive customer expectations beyond the reach of competitors. The extent to which marketers use all their new technology and data to deliver value over and above the products and services they're trying to sell will determine which brands dominate in a customer-centric world."



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