CMO report shows marketers risk missing revenue targets Chief Marketing Officer Council research has revealed that self-reliant buying and digital-first customer strategies have placed marketing at the center of sales action. The CMO Council in partnership with Televerde published a new report titled, Rising Above The Fray: How Marketers Can Right The Revenue Ship. The insights of the report are based on a survey of over 150 brand leaders and in-depth interviews with executives. Companies which participated include Cisco, F5, Pitney Bowes, Five9, PepsiCo and Henkel. This report details how the self-reliant buyer and digital-first customer journey has impacted sales action in a way that makes marketers responsible for nearly half of a company's revenue, as well as the pressure marketers are under to grow revenue. Scarce resources, mediocre data skills, and skeptical CEO's threaten to undermine marketing's efforts.