Next year will see chief marketing officers (CMOs) begin to remain in a position for an average of just over five years, according to annual predictions made by Forrester as they gain more trust from business chiefs.
According to research by the firm, the length of time served by CMOs will reach 60 months in 2015 as companies begin to realise the need to follow a long-term customer vision to grow their businesses.
Other predictions by Forrester included a closer working relationship between chief marketers and their chief information officers as the need to discover and follow data insights increases, while technology adoption will be championed by marketers for their businesses internally and externally.
Agencies will also experience more demand from their marketing clients as a digital first strategy consumes other agency roles as well. A fifth of organisations are also expected to implement a marketing operating system design to break down silos and build around customer relationships.
The predictions have been made as part of Forrester's 2015 CMO predictions research, more of which can be found on the company's website.