Dive Brief: 

• New research from the Altimeter Group shows that 88% of companies are planning to go through a formal digital transformation in the coming year, with a focus on new technology that improves the customer experience. 
• Of those surveyed that are going through the transformation, 54% said that the effort was being led by the CMO. 
• The results come from the idea that marketing is focused on the customer relationship and can help other departments come together for a unified customer experience. 

Dive Insight: 

The customer experience — the ultimate focus of most digital transformations — is already the main focus of the marketing department. For that reason, it's not surprising that CMOs are spearheading efforts to digitally transform their companies. Not only do CMOs have a good understanding of customer relationships, they are also often used to quickly adapting to new technologies because of the fast-paced world of ad-tech and marketing automation.