Hire and retain the right CMO while building a high-performing marketing organization. Experiences from over 100 CEOs provide insights on how today’s CMO is measured and compensated, as well as how forward-thinking CMOs are leveraging technology and organizing their departments.

1. | 2017 CMO Survey 1
Credera 2017
Chief Marketing
Officer Survey
Hire and retain the right CMO while building a
high-performing marketing organization.
Experiences from over 100 CEOs provide
insights on how today’s CMO is measured and
compensated, as well as how forward-thinking
CMOs are leveraging technology and organizing
their departments.

2. | 2017 CMO Survey 2
Competition for top marketing talent
continues to heat up.
The demand for digitally savvy chief marketing officers (CMOs) is growing
as mobile device usage and ecommerce hit record highs in 2016. At the
same time, average CMO tenure is down for the first time in a decade,
driven primarily by those leaving the workforce—nearly 10,000 baby
boomers retire each day. It’s no secret that the digital revolution is upon
us; however, many don’t realize how it is changing the landscape for
marketing talent before our very eyes.

3. | 2017 CMO Survey 6
• Strong leadership
• Clear vision and goals
• Executive chemistry and unity
• Making the right investments in
marketing and technology
• Longevity and continuity
• Positive employee morale
Benefits of Hiring the
Right CMO:
• Executive disunity
• Recruiting time investment
• Learning curve / onboarding costs
• Making the wrong investments in
marketing and technology
• Employee churn
• Negative employee morale
Costs of Hiring the
Wrong CMO:

4. | 2017 CMO Survey 3
As companies try to source top performing CMOs, many wonder what they
must pay to attract and retain them over the long haul. This task can be
further complicated by the lack of reliable information on CMO
compensation, particularly in small and medium sized companies.
Large, public companies are generally required to disclose executive
compensation information. By contrast, small and medium companies are
often privately held and inclined to refrain from publishing information
about CMO or executive compensation. Similarly, large, public companies
tend to be more forthcoming with their marketing strategies and how they
are planning to invest in technology to meet their customer’s needs.

5. | 2017 CMO Survey 4
With this in mind, Credera conducted the 2017 CMO Survey to help
companies more easily understand the information required to identify,
recruit, and retain top CMO talent.
We also gathered information about how marketing departments are
being organized and where CMOs are investing in technology to stay
ahead of the digital curve.

6. | 2017 CMO Survey 5
We hope the information in this report will help you:
• Navigate the challenges associated with sourcing a successful
CMO, including avoiding overpayment and the “bait and switch”
• Optimally structure your marketing organization to serve your
internal and external customers
• Identify where organizations are finding the most value in their
marketing and technology investments

7. | 2017 CMO Survey 8
Sections Included in the 2017 CMO Survey Report:
• CMO Capabilities
• CMO Compensation & Performance Measurement
• CMO Organization
• CMO Investments
• Conclusion – Pulling it all together

8. CREDERA 2017 CHIEF MARKETING OFFICER SURVEY
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The marketing landscape is changing. Learn what you must pay to
attract and retain the right CMO and where to invest for the future.
You need to know how the marketing landscape is changing,
and Credera’s 2017 CMO Survey is a great place to start.
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9. | 2017 CMO Survey
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