A majority (88%) of chief marketing officers (CMOs) believe that it would be tough to keep up with new technological advancements in digital and mobile marketing.
Another 10% said it would be very difficult, according to a survey by Chief Outsiders, the executive services company.
The challenges CMOs consider particularly difficult include resource constraints, organisational inertia and technical acumen.
Many executives also believe that artificial intelligence will have a strong impact on predictive analytics including consumer behaviour, lead generation, and targeting.
CMOs value company growth and account-based strategies above many else.
The most important capabilities and strategies for CMOs in the near future include strategy development, marketing research, sales and marketing, multichannel marketing and marketing technology.
Another 72% also admitted that marketing departments were increasingly collaborating with research, sales and customer service units, among others.
And the outlook is generally positive with 80% expecting a rise in digital ad spend in 2020 as organic, content and email marketing lead the way.