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1、Wave 03:Transforming the business to enable new responses to the marketMay 2023CMO|NavigatorCMO Navigator Wave 3 May 2023About the CMO NavigatorAt dentsu,were committed to helping marketers prepare their brands for whats next.Which is why,in an effort to help marketers navigate a fast-changing envir

2、onment by anticipating whats around the corner,we decided to evolve the Dentsu Navigator platform to not only equip CMOs with insights on shifting consumer sentiment but also with an understanding of how their peer set is thinking about tackling the business challenges facing them.The CMO Navigator

3、is a twice-a-year survey and report(Spring&Fall)that focuses on the mindset,challenges and strategies of North American marketing leaders as they plot their path to the future.The Spring 23 edition was administered through B2B International to 600+marketing leaders in the United States and Canada in

4、 March 2023.This report also leverages insights from the Dentsu Consumer Navigator,a monthly survey of 1,000+U.S.respondents.Bringing consumer insights into the CMO Navigator report allows us to gauge how aligned(or not)CMOs and consumers are on a range of topics.Its our version of“family feud.”Star

5、ting with our Fall 22 wave of the CMO Navigator,we found a majority of CMOs being concerned about a possible recession but remaining optimistic about an improved economic outlook and marketings increasingly elevated role in shaping it.Since economic uncertainty has persisted,were using the Spring 23

6、 wave to explore if CMOs optimism in the future and in marketings role as a strategic driver of business growth has persisted.CMOs had previously indicated that they were turning to innovation as a way to respond to the challenges presented by the current economic environment.This is why in this rep