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1、THE CUSTOMER IS BACKDIGITAL CONNECTIONS 2.0Why CMOs are refocusing on the customer journey for 2023ContentsIntroduction 1Executive Summary 2Commercial Goals 3The Customer is Back 4Challenges for CMOs 5Rethink for Martech 6Final Thoughts 7About Modern 8 IntroductionRevealing the strategic imperatives

2、 for CMOs in 20231In early 2022,we released our Digital Connections report which revealed the challenges,priorities and attitudes of CMOs working in B2B for the year ahead.In this follow-on report,Digital Connections 2.0,we outline how priorities,plans and expectations have changed for 2023.It is ev

3、ident that while investment in martech continues apace,global economic challenges have led to a renewed emphasis on customer value and return on investment.This represents a strategic shift that takes marketing back to its fundamentals and has major implications for data integration,training,skills

4、and marketing programmes.About Digital Connections 2.0We commissioned Censuswide,a global insight driven research company,to survey 300 CMOs in B2B companies with 1,000 or more employees in the UK and US.Their responses reveal the top marketing technology priorities,challenges,and aspirations occupy

5、ing their agendas over the coming 12 to 18 months.Modern|IntroductionIntroductionExecutive SummaryA 50%fall in the rate of global growth is fuelling a return to fundamentals21IMF World Economic Report October 20222GoldMan Sachs Macro Outlook 2023 This Cycle Is Different November 2022Modern|Executive

6、 SummaryGlobal events are impacting economiesAround the world governments have been tackling the impact of inflation on peoples lives and the political and economic instability that causes.Financial conditions have tightened almost everywhere with global growth forecast to slow from 3.2%in 2022 to j