The CMO Survey Blog

The Lure of Disintermediation

Disintermediation refers to companies going directly to customers with products and services. No channel partners are used to move offerings or to manage interactions with customers. The CMO Survey has asked managers to report whether their companies will increase their level of disintermediation in the next 12 months. The percentage responding “yes” has increased over the last three years as shown in the figure. In fact, there has been an increase of over 100% between August 2009 and August 2011! Because internet sales and the use of social media have also soared during this period, I think it is a good bet that disintermediation does not mean bricks and mortar for most companies. (more…)