Inside the head of a CMO

According to a Sapient study (self-serving alert), a little over 50% of CMO's believe that "traditional, large advertising agencies are ill-suited to meet online marketing needs"

In addition, 49% of respondents revealed that "traditional advertising firms have difficulty thinking beyond traditional print and TV media models"

According to the study, less than 10% of the sample looked to partner with large agencies for their online marketing. Seems low to me, but if true is a breath of fresh air that all the "one-stop-shop-bullshit" isn't resonating (nor should it)

The research reflects the two biggest challenges facing marketers today:

• Measuring the effectiveness of marketing spend
• Operationalizing their entire digital strategy

Finally, the study reveals a 6-point checklist when it comes to evaluating a potential marketing partner: (in order)

1. Quality of Creative Content
2. Innovation and Strategic Value
3. Price/Cost
4. Sophisticated Analytics and Measurement Systems
5. Proficiency in Emerging, Interactive or Digital Media
6. Traditional Print, Offline and Media Buying Services