// Advertising Age - Digital
A world where marketing, sales, account management and finance all coordinate their interactions with the customer -- sharing notes and data to provide a unified experience -- is still far off for most businesses. But with the help of new digital tools, nearly every company is aiming to get there via a "digital transformation," according to new research from the Altimeter Group.
Eighty eight percent of companies said they are going through a formal digital transformation effort this year, according to the report. The trend is one marketers should pay attention to, as 54% of companies surveyed by Altimeter said the mandate to lead the digital transformation is driven by the CMO. CEOs, the report found, champion digital transformation 42% of the time, with CIOs coming in at 29%. Respondents were asked to select all that apply.
"The role of marketing is bigger than just awareness and discovery, it's about the relationship," said Brian Solis, principal analyst at Altimeter Group and author of the report.