Challenged as never before to instill new disciplines, skills and focus in their organizations, top marketing executives responded aggressively in 2006 by shaking up internal departments, jettisoning underperforming agencies, and bringing new metrics and measurability to programs and initiatives. This groundbreaking study uncovers the further changes executives plan to make in 2007 to upgrade organizational effectiveness, strengthen customer engagement and achieve even greater measurability. The 2007 Outlook Survey was conducted by the CMO Council, a peer networking and thought leadership organization of more than 3,000 top marketing executives worldwide. The survey demonstrates that marketing is undergoing substantial changes due to a mandate for chief marketing officers (CMOs) to improve the relevance, accountability and performance of their organizations.