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Mission
- To collect and disseminate the opinions of top marketers in order to predict the future of markets, track
marketing excellence, and improve the value of marketing in firms and society.
- The survey is an objective source of information about marketing. It is a non-commercial service
dedicated to the field of marketing.
Survey Operation
- Founded in August 2008, The CMO Survey is administered twice a year via an Internet survey. Many
questions repeat to observe trends over time.
- The February 2016 survey was the 16th administration of The CMO Survey.
Sponsoring Organizations
- All individual survey data and participant lists are held in confidence and not provided to survey
sponsors.
About The CMO Survey
2
Survey Sample
- 3120 top U.S. marketers
- 289 responded for a 9.3% response rate
Survey Administration
- Email contact with four follow-up reminders
- Survey in field from January 12, 2016 - February 4, 2016
- 94.7% of respondents VP-level or above
Results Interpretation
- M = sample mean; SD = sample standard deviation
- B2B = Business-to-Business firms; B2C = Business-to-Consumer firms
Survey methodology
3
Survey topics
4
Topic 1: Marketplace Dynamics………………………………........ 5-10
Topic 2: Firm Growth Strategies……………………………........... 11-15
Topic 3: Marketing Spending…………………………………......... 16-23
Topic 4: Financial and Marketing Performance…………………... 24-30
Topic 5: Social Media Marketing…………………………............... 31-39
Topic 6: Mobile Marketing…………………………………………... 40-43
Topic 7: Marketing Jobs…………………………………………….. 44-45
Topic 8: Marketing Organization…………………………............... 46-48
Topic 9: Marketing Leadership……………………………………... 49-53
Topic 10: Marketing Analytics………………………………………... 54-61
Topic 11: The CMO Survey Award for Marketing Excellence……. 62-65
Topic 1:
Marketplace Dynamics
6
Marketers’ outlook on U.S. economy
weakens
Figure 1.1. How optimistic are you about the overall U.S. economy on a 0-
100 scale with 0 being least optimistic and 100 most optimistic?
56.5
57.8
55.6
63.3
52.2
63.4
58.4
62.7
65.7 66.1 66.4
69.9 69.7
64.4
40
50
60
70
80
Aug-09 Feb-10 Aug-10 Feb-11 Aug-11 Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16
Marketer Optimism About Overall Economy
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Overall 64.4
B2B Product 64.3
B2B Services 63.2
B2C Product 64.7
B2C Services 67.8
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
7
Marketer optimism swings negative
Figure 1.2. Are you more or less optimistic about the overall U.S. economy compared to last quarter?
More
Optimistic
30.6%
Less
Optimistic
34.5%
No Change
34.9%
More
Optimistic
45.5%
Less
Optimistic
12.9%
No Change
41.6%
August 2015 February 2016
8
Marketing leaders more optimistic about
own companies than overall economy
Figure 1.3. Marketing leader optimism for overall
economy and company 0-100 (0=least optimistic)
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
30.6%
54.9%
0%
20%
40%
60%
80%
100%
Overall Economy Own Company
64.4
72.2
0
20
40
60
80
100
Overall Economy Own Company
Figure 1.4. Percent of marketing leaders that are
more optimistic compared to last quarter
Customer indicators expected to
weaken in next year
Figure 1.5. Forecasted customer outcomes in next 12 months (% of respondents)
9
78%
72%
66%
52% 51%
34%
72%
59% 59%
56%
48%
26%
0%
20%
40%
60%
80%
100%
Increased
acquisition of
new customers
Increased
customer
purchase volume
Increased purchase
of related products
& services
Increased
customer
retention
Increased entry of
new customers
into the market
Increased
customer price
per unit
February 2015 February 2016
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Figure 1.6. Customers’ top priority in next 12 months (% of respondents)
Customers expected to emphasize
product quality and service excellence
10
26%
24%
18%
17%
12%
29%
27%
17%
14%
13%
0%
5%
10%
15%
20%
25%
30%
35%
Superior
Product Quality
Excellent
Service
Trusting
Relationship
Low
Price
Superior
Innovation
August 2015 February 2016
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Topic 2:
Firm Growth Strategies
Firms to decrease market penetration and
emphasize riskier growth strategies next year
Types of growth strategies
Existing
Products/
Services
New
Products/
Services
Existing
Markets
Market
Penetration
Strategy
Product/Service
Development
Strategy
New
Markets
Market
Development
Strategy
Diversification
Strategy
* % of spending for each growth strategy
Growth
Strategy
Actual
Spending in
Past 12
Months
Expected
Spending in
Next 12
Months
Percent
Change
Expected
Market
Penetration
Strategy
56.2% 50.1% -10.9%
Market
Development
Strategy
14.5% 16.3% +12.4%
Product/Service
Development
Strategy
21.0% 22.8% +8.6%
Diversification
Strategy
8.3% 10.8% +30.1%
Table 2.1. Current and future growth spending*
12
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Company sales through Internet remain
modest
13
Figure 2.1. Percent of company sales from Internet
9.2% 8.9%
9.9%
11.3%
12.4%
10.3%
11.3%
0%
5%
10%
15%
20%
25%
Feb-12 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16
Percent of sales through the Internet
Overall 11.3%
B2B Product 8.0%
B2B Services 11.6%
B2C Product 8.3%
B2C Services 20.4%
Company sales from domestic markets
continue to dominate
14
Figure 2.2. Percent of company sales from domestic markets
77.6%
79.4%
77.5%
79.4%
85.4%
81.0% 83.0%
50%
60%
70%
80%
90%
100%
Feb-12 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16
Percent of sales - domestic
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Overall 83.0%
B2B Product 76.0%
B2B Services 85.9%
B2C Product 82.4%
B2C Services 91.9%
Topic 3:
International markets: Current sales
and future growth opportunities
Countries/
Regions (%)
Largest current
market*
Western Europe 33.3%
Canada 15.6%
China 12.5%
Japan 9.4%
Mexico 6.3%
Middle East 3.1%
Indonesia and SE Asia / Brazil /
Central America 2.1%
Eastern Europe / Korea / South Africa /
South America, not Brazil 1.0%
Countries/
Regions (%)
Largest future
opportunity*
Western Europe 18.7%
China 10.3%
Canada 8.4%
South America, not Brazil 7.5%
Eastern Europe / Mexico /
Middle East
6.5%
Brazil / India 5.6%
Australia/New Zealand / South Africa 3.7%
Central America / Indonesia and SE
Asia / Northern Europe / Russia
2.8%
Japan / Korea / Taiwan 1.9%
Table 2.2. Largest current international market (sales) Table 2.3. Largest future international market opportunities
15
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
*Regions reported in the same row each received the same percentage.
Topic 3:
Marketing Spending
Marketing budgets forecasted to
increase 6.9%
17
Figure 3.1. Percent change in marketing budgets in next 12 months
0.5%
1.1%
5.9%
9.2%
6.7%
9.1%
8.1%
6.4% 6.1%
4.3%
6.7%
5.1%
8.7%
5.5%
6.9%
0%
2%
4%
6%
8%
10%
12%
Feb-09 Aug-09 Feb-10 Aug-10 Feb-11 Aug-11 Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16
Change in Marketing Spending
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Overall 6.9%
B2B Product 8.1%
B2B Services 7.5%
B2C Product 1.3%
B2C Services 8.0%
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
What’s in your marketing budget?
18
Table 3.1. Expenses included in marketing budgets (check all that apply)*
Overall
B2B
Product
B2B
Services
B2C
Product
B2C
Services
Direct expenses of marketing
activities
61.6% 68.5% 53.4% 64.9% 66.7%
Social media 51.6% 52.2% 44.9% 62.2% 59.5%
Marketing analytics 49.5% 57.6% 39.0% 59.5% 52.4%
Other overhead costs
associated with marketing
45.7% 37.3% 45.9% 54.8% 37.5%
Marketing research 43.6% 31.4% 56.8% 50.0% 28.1%
Marketing employees 43.3% 36.4% 35.1% 50.0% 28.1%
Marketing training 33.6% 23.7% 37.8% 38.1% 20.8%
Sales employees 12.5% 11.0% 5.4% 23.8% 13.5%
*Percentage reflect the number of marketers agreeing that the expense is included in their company’s marketing budget.
Digital marketing spend up 13.2% and traditional
advertising spend down 3.2% in next year
*Refers to media advertising not using the Internet.
Figure 3.2. Percent change in traditional advertising* vs. digital marketing spend in next 12 months
19
-0.8%
-1.9%
-2.7%
-2.1% -0.1%
-3.6%
-1.1%
-2.1%
-3.2%
12.8%
11.5%
10.2% 10.1%
8.2%
10.8%
14.7%
12.2%
13.2%
-5%
0%
5%
10%
15%
20%
Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16
Traditional Advertising Spend Digital Marketing Spend
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Forecasted changes in customer and
brand spending
20
Figure 3.3. Percent change in CRM and brand spending in next 12 months
5.1%
7.9% 7.5% 8.0%
7.1%
4.9%
4.3%
5.6% 5.4%
5.0%
0%
2%
4%
6%
8%
10%
12%
Feb-14 Aug-14 Feb-15 Aug-15 Feb-16
Customer Relationship Management Brand Building
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
*Question asked in Feb-11 for the first time.
Marketing budgets represent an
increasing percent of firm budgets
21
Figure 3.5. Marketing budget as percent of firm budget*
8.1%
10.0%
10.4%
11.4%
10.6%
9.4%
10.9% 10.9%
10.1%
11.4%
12.1%
6%
8%
10%
12%
14%
Feb-11 Aug-11 Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16
% Marketing Budget
Overall 12.1%
B2B Product 10.3%
B2B Services 11.6%
B2C Product 19.6%
B2C Services 11.3%
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Marketing budgets correspond with
Internet sales and differences widening
22
Figure 3.4. Marketing budget (as a percent of overall firm budget) by firm Internet sales
6.1%
7.0%
13.3%
9.1%
13.9%
16.8%
0%
5%
10%
15%
20%
25%
0% of sales through Internet 1-10% of sales through Internet >10% of sales through Internet
February 2015 February 2016
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Marketing spend 8.4% of company
revenues
23
Figure 3.6. Marketing spending as percent of company revenues*
*Question asked in Feb-12 for the first time.
8.5%
11.0%
7.9% 7.8%
9.3%
8.3% 8.3%
6.6%
8.4%
0%
3%
6%
9%
12%
15%
Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16
% Marketing Spend
Overall 8.4%
B2B Product 6.9%
B2B Services 8.6%
B2C Product 9.5%
B2C Services 10.4%
Topic 4:
Financial and Marketing
Performance
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Firm performance metrics in last 12
months
25
Overall
B2B
Product
B2B
Services
B2C
Product
B2C
Services
Sales 3.8% 3.0% 4.5% 2.9% 4.3%
Profits 2.9% 2.0% 2.9% 2.5% 5.6%
Marketing ROI 2.8% 2.4% 3.0% 1.8% 4.2%
Customer acquisition 3.5% 2.8% 4.5% 0.1% 5.0%
Customer retention 1.5% 1.1% 1.4% 0.1% 3.8%
Brand value 3.3% 3.0% 3.6% 1.4% 4.4%
Table 4.1. Percent change in financial and marketing performance in prior 12 months
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Performance on customer retention
lags further
26
Figure 4.1. Percent change in performance on customer and brand metrics in prior 12 months
3.6%
3.3%
3.1%
2.9%
3.5%
1.9% 2.0% 2.1%
1.7%
1.5%
3.5% 3.7%
2.9%
2.8%
3.3%
0%
1%
2%
3%
4%
5%
Feb-14 Aug-14 Feb-15 Aug-15 Feb-16
Customer acquisition Customer retention Brand value
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
No improvements in marketing
knowledge metrics
27
3.5 3.4 3.5 3.3
3.5 3.4
3.5 3.2
1
2
3
4
5
Feb-11 Aug-13 Aug-14 Feb-16
Sharing valuable marketing knowledge Developing and using customer insights
*Question asked irregularly; reporting complete time series 2011-2016.
Figure 4.2. Rate your company on each marketing knowledge metric during the last 12 months
(1=poor, 5=excellent)
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Performance on societal metrics remain
unchanged after 5 years
28
3.2 3.1 3.2
3.03.0 3.0
3.2
3.1
1
2
3
4
5
Feb-11 Aug-13 Aug-14 Feb-16
Marketing that is beneficial for society
Minimize the impact of marketing on the ecological environment
*Question asked irregularly; reporting complete time series 2011-2016.
Figure 4.3. Rate your company on each societal metric during the last 12 months (1=poor, 5=excellent)
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Marketing excellence ratings show no
improvement
29
Figure 4.4. How would you rate your company’s marketing excellence?*
(7-point scale where 1=Very Weak, 7=Leader)
* Question asked in Aug-13 for the first time
4.5 4.5
4.7
4.5 4.6 4.5 4.5
0
1
2
3
4
5
6
7
Aug-13 Feb-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16
Excellence rating
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Services companies more likely to be
marketing leaders
30
Figure 4.5. How would you rate your company’s marketing excellence?
(7-point scale where 1=Very Weak and 7=Leader)
6.8% 9.7% 5.8% 5.0% 3.6%
41.5%
48.4%
41.1%
25.0%
39.3%
30.3%
27.4%
29.4%
50.0% 25.0%
21.3%
14.5%
23.5% 20.0%
32.1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Overall B2B Product B2B Services B2C Product B2C Services
A Leader/ Excellent=6-7
Strong=5
Fair/Good=3-4
Very Weak/Weak=1-2
Topic 5:
Social Media Marketing
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Marketers plan to drastically increase
social media spend in the next 5 years
32
Figure 5.1. Social media spending as percent of marketing budgets
10.6%
13.2%
20.9%
0%
5%
10%
15%
20%
25%
Current Levels Over Next 12 Months In Next 5 Years
% of Marketing Budget
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Social media spend across sectors
33
Overall
B2B
Product
B2B
Services
B2C
Product
B2C
Services
Current social media spending 10.6% 7.5% 12.9% 9.0% 12.9%
Social media spending in the
next 12 months
13.2% 9.3% 15.7% 12.2% 16.3%
Social media spending in the
next 5 years
20.9% 17.2% 21.7% 22.1% 26.1%
Table 5.1. Changes in social media spending across sectors
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Integration of social media and marketing
strategy moderate and holding
34
Figure 5.2. How effectively is social media linked to your firm’s marketing strategy?
(1=Not integrated, 7=Very integrated)
3.8 3.8 3.8 3.9 3.8 3.9 3.9
4.2 4.2
1
2
3
4
5
6
7
Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16
Mean Integration Level
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Integration of customer information
across channels continues to worsen
35
Figure 5.3. How effectively does your company integrate customer information across purchasing,
communication, and social media channels? (1=Not At All Effectively, 7=Very Effectively)
*Question asked in Feb-11 for the first time.
3.8 3.8 3.8 3.8 3.9 3.8 3.9
3.7 3.6 3.4
1
2
3
4
5
6
7
Feb-11 Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16
Mean Integration Level
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Twenty percent of social media activities
performed by outside agencies
36
Figure 5.4. Percent of company’s social media activities performed by outside agencies
17.4%
18.9%
21.7%
20.0%
0%
10%
20%
30%
40%
50%
Feb-14 Feb-15 Aug-15 Feb-16
Percent Outside Agencies
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Few firms able to prove the impact of
social media quantitatively
37
Figure 5.5.. Which best describes how you show the impact of social media on your business?
B2B
Product
B2B
Services
B2C
Product
B2C
Services
We have proven
the impact
quantitatively
9.1% 10.5% 14.3% 17.6%
We have a good
qualitative sense of
the impact, but not a
quantitative impact
29.9% 47.4% 42.9% 44.1%
We haven't been able
to show the impact yet
61.0% 42.1% 42.9% 38.2%
Haven't been able
to show the
impact yet
45%Have a good
qualitative sense
of the impact, but
not a quantitative
impact
40%
Have a good
qualitative sense of
the impact, but not a
quantitative impact
41.8%
Haven't been
able to show
the impact yet
45.0%
Haven't been
able to show the
impact yet
47.9%
Have a good
qualitative sense of
the impact, but not
a quantitative
impact
40.6%
Have proven
the impact
quantitatively
11.5%
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Forecasted social media investments
Area of investment % of companies*
Content creation 62.6%
Analytics 43.6%
Campaign optimization 41.5%
Social listening 41.5%
Community engagement 40.5%
Customer care 30.8%
New technology 26.6%
Employee engagement 26.0%
Crisis monitoring and communication 23.5%
Talent acquisition 21.5%
Training employees 18.7%
Developing new products 15.6%
Table 5.2. Forecasted areas for social media investments in the next year
38
*Percent of companies planning investment in the next year.
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Social media contributes little to
company performance
39
18.3%
21.7% 23.4%
11.5%
14.9%
6.8%
3.4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 2 3 4 5 6 7
Figure 5.6. To what degree does the use of social media contribute to
your company's performance? (1=Not at all, 7=Very highly)
Not at all Very highly
Mean level
Overall 3.2 (SD=1.7)
B2B Product 2.5 (SD=1.4)
B2B Services 3.4 (SD=1.8)
B2C Product 3.2 (SD=1.4)
B2C Services 4.0 (SD=1.7)
Topic 6:
Mobile Marketing
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Marketing spend on mobile expected to
increase 147% in three years
41
Figure 6.1. Marketing budget spend on mobile
5.9%
14.6%
0%
5%
10%
15%
20%
Current Levels In Next 3 Years
Now 3 years
Overall 5.9% 14.6%
B2B Product 3.8% 10.5%
B2B Services 5.7% 13.7%
B2C Product 9.2% 22.2%
B2C Services 8.8% 20.3%
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Mobile marketing underperforms on
key marketing outcomes
Figure 6.2. Rate the performance of your company’s mobile marketing activities
(7-point scale where 1=Poor, 7=Excellent)
42
2.89
3.56
3.12
3.47
2.74 2.64
2.92
3.46
3.14
3.44
2.9 2.74
0
1
2
3
4
5
6
7
Customer
acquisition
Customer
engagement
Customer
retention
Delivering your
brand message
Sales Profits
August 2015 February 2016
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Mobile marketing contributes little to
company performance
43
40.2%
21.9%
11.9% 13.7%
9.6% 2.3% 0.5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 2 3 4 5 6 7
Figure 6.3. To what degree does the use of mobile marketing contribute
to your company's performance? (1=Not at all, 7=Very highly)
Not at all Very highly
Mean level
Overall 2.4 (SD=1.5)
B2B Product 2.0 (SD=1.2)
B2B Services 2.4 (SD=1.7)
B2C Product 3.0 (SD=1.6)
B2C Services 2.8 (SD=1.5)
Topic 7:
Marketing Jobs
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Marketing hiring growth slows: Focus
on B2B marketers
45
Figure 7.1. Percentage change in marketing hires planned in next 12 months
5.2%
6.5%
5.4% 5.5%
4.7%
3.8% 3.5%
6.6%
5.1%
0%
3%
6%
9%
12%
15%
Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16
Percentage Change in Marketing Hires in Next 12 Months
Overall 5.1%
B2B Product 5.7%
B2B Services 5.5%
B2C Product 4.4%
B2C Services 3.1%
Topic 8:
Marketing Organization
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Marketing and sales are equal partners
in most companies
47
Figure 8.1. The marketing-sales relationship (% of respondents)
67.9%
11.9%
8.3% 8.3%
3.6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Sales and marketing
work together on an
equal level
We don't have a sales
function
Sales is in charge of
marketing
Sales is within the
marketing function
We have a sales
function, but not a
marketing function
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Product/service structure dominates,
but customer groups continue to inch up
48
Figure 8.2. Organizational structure in companies
26.5% 26.7%
30.2% 29.4%
31.9%
73.5% 73.3%
69.8% 70.6%
68.1%
0%
20%
40%
60%
80%
100%
Feb-13 Feb-14 Feb-15 Aug-15 Feb-16
Customer Groups Product/Service Groups
% customer
groups
Overall 31.9%
B2B Product 26.2%
B2B Services 41.0%
B2C Product 26.3%
B2C Services 28.0%
Topic 9:
Marketing Leadership
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Marketing leadership gains and losses
50
Table 9.1. Percentage of companies in which marketing leads activity
Stronger marketing leadership:
• Brand
• Social media
• Marketing analytics
• Lead generation
• Innovation
Weaker marketing leadership:
• Positioning
• Market entry strategies
• Sales
• Customer service
• Stock market performance
Maintaining marketing leadership:
• Advertising
• Promotion
• Marketing research
• Public relations
• Competitive intelligence
• CRM
• New products
• Pricing
• Targeting/Market selection
Activity Feb-11 Aug-15 Feb-16**
Brand 81% 82.10% 87.50%
Social media 71% 79.50% 83.90%
Advertising 85% 82.70% 82.10%
Marketing analytics* - 75.00% 79.20%
Promotion 81% 76.30% 76.20%
Positioning 79% 80.10% 75.60%
Marketing research 73% 70.50% 70.20%
Public relations 65% 64.10% 64.90%
Lead generation 53% 55.80% 62.50%
Competitive intelligence 58% 55.10% 56.50%
Market entry strategies 50% 55.80% 46.40%
CRM 38% 39.10% 37.50%
New products 44% 37.80% 36.30%
Pricing 30% 30.80% 32.10%
Targeting/Market selection 31% 30.10% 29.80%
Innovation 33% 23.10% 28.60%
Sales 32% 32.10% 25.00%
Customer service 22% 19.90% 17.30%
Stock market performance 0.40% 3.80% 1.80%
*Marketing analytics added in Feb-13.
**Red reflects a decrease and Green reflects an increase of more than 2 percent between Aug-15 and Feb-16.
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Marketing leader retention at all-time high
(5.7 years)
51
Figure 9.1. Marketing leader retention
4.3
4.6
4.3
5.4
4.1
4.8
5.1
4.6
5.3 5.3
4.5
5.7
8.0
9.0 8.8
10.5
9.2
9.5
10.0
9.4 10.0
9.4
8.0
9.7
0
2
4
6
8
10
12
Aug-09 Aug-10 Aug-11 Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16
Years top marketer in current role
in the firm
Years top marketer in any role in
the firm
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
However, marketers continue to lose
reports
52
Figure 9.2. Number of people reporting to top marketer
6.0
8.6
5.6 6.9 5.5 5.1
5.0
4.5
25.4 24.6
17.5
16.1 16.3
10.9
6.0
4.0
0.0
5.0
10.0
15.0
20.0
25.0
30.0
Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Feb-15 Aug-15 Feb-16
Number of direct reports Number of indirect reports
Leading practices from marketing leaders
See full interviews at www.cmosurvey.org/cmo-insights/
Senior Vice President and Chief Marketing Officer Beth Comstock discusses how GE approaches
marketing: “You have to create a platform that invites innovative ideas.” This platform involves four
capabilities that have produced an array of new products, services, customers, and business models.
Chief Marketing Officer Kim Feil discusses how she built a marketing function. From insights to
accountability, she describes the organization, processes, metrics, and talent management strategies
important to this effort.
Executive Vice President and Chief Marketing Officer Geert van Kuyck shares ideas on building the
essential skill set for CMOs and the importance of defining the CMO’s mission. He discusses the use
of the Net Promoter Score and other metrics to evaluate business results at Philips, touching on
Philips’ engagement with LinkedIn and social media metrics.
Executive Vice President and Chief Marketing Officer Stephen Quinn describes how Walmart rebuilt
its customer focus. Key steps involved harnessing internal support, generating market insight, using
customer-focused metrics, living the brand internally, and building marketing talent.
Global Marketing Officer Marc Pritchard shares views on how marketing contributes to P&G’s
performance. He talks about how P&G learns about customers and how it is relentless in its attention
to building loyal customers and strong brands in the store, on the web, and around the world.
53
Topic 10:
Marketing Analytics
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Spending on marketing analytics to
increase 66% in three years
55
Figure 10.1. Percent of marketing budget spent on marketing analytics
6.7%
11.1%
0%
3%
6%
9%
12%
15%
Current Levels In Next 3 Years
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Spending on marketing analytics by
firm and industry characteristics
56
Current
In Next
3 years
<$25M 6.5% 10.7%
$26-99M 6.1% 9.6%
$100-499M 6.4% 12.1%
$500-999M 5.0% 12.3%
$1-9.9B 7.8% 10.7%
$10+B 8.9% 13.8%
Table 10.1c. Firm size differences
Table 10.1b. Firm Internet sales differences
Current
In Next
3 years
0% 5.9% 10.0%
1-10% 6.6% 10.6%
>10% 8.1% 13.9%
Table 10.1a. Firm sector differences
Current
In Next
3 years
B2B Product 6.1% 11.0%
B2B Services 7.8% 12.0%
B2C Product 7.0% 10.7%
B2C Services 5.1% 9.5%
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
More decisions use marketing analytics
57
Figure 10.2. Percentage of decisions using marketing analytics*
*This question was asked in Feb-12 for the first time.
37.0%
35.0%
30.4%
29.0%
32.5% 32.3%
29.0%
31.0%
35.3%
10%
20%
30%
40%
50%
Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16
Percentage using marketing analytics
Overall 35.3%
B2B Product 22.8%
B2B Services 29.6%
B2C Product 45.6%
B2C Services 34.5%
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
However, contribution of marketing
analytics remains low
58
Figure 10.3. To what degree does the use of marketing analytics
contribute to your company's performance?
(1 = Not at all, 7 = Very highly)
*This question was asked in Aug-12 for the first time.
3.9 3.7
3.5
3.7 3.7
3.2
3.7 3.8
1
2
3
4
5
6
7
Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16
Mean Contribution Level
Overall 3.8 (SD=1.8)
B2B Product 3.3 (SD=1.7)
B2B Services 3.8 (SD=1.8)
B2C Product 4.1 (SD=1.6)
B2C Services 4.6 (SD=1.6)
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Marketing analytics contributions by
sector and firm differences
59
To what degree does the use of marketing analytics contribute to your company's performance?
(1=Not At All, 7=Very Highly)
Table 10.2a. Industry sector differences
Sector Mean
Banking/Finance/Insurance 3.1
Communications/Media 4.2
Consumer Packaged Goods 4.3
Consumer Services 4.8
Education 4.8
Energy 3.2
Healthcare/Pharma. 3.4
Manufacturing 3.1
Mining/Construction 3.5
Retail/Wholesale 3.7
Service/Consulting 3.9
Tech Software Biotech 4.3
Transportation 4.7
Sector Mean
B2B Product 3.3
B2B Services 3.8
B2C Product 4.1
B2C Services 4.6
Table 10.2b. Economic sector differences
Table 10.2c. Firm Internet sales differences
Firm sales Mean
0% of sales 3.4
1-10% of sales 3.7
>10% of sales 4.6
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
Companies lack quantitative metrics to
demonstrate marketing spending impact
60
Figure 10.4. How companies demonstrate the impact of marketing spending
37%
46%
17%
31%
51%
19%
0%
20%
40%
60%
Proved the impact
quantitatively
Good qualitative sense
of the impact, not quantitative
Haven't been able to
show the impact yet
Short-Term Impact Long-Term Impact
Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
How marketing analytics is driving
marketing decision making
61
Table 10.3. Percent of companies using marketing analytics in each marketing decision area
Marketing decision area Aug-13 Aug-15 Feb-16
Customer insight* 46.4%
Customer acquisition 31.7% 36.6% 43.6%
Customer retention 27.6% 30.7% 38.1%
Digital marketing* 36.7%
Segmentation** 29.2% 31.8%
Marketing mix 21.7% 31.5% 31.5%
Social media 21.0% 30.7% 29.4%
Branding 22.0% 26.5% 30.8%
Promotion strategy 23.7% 29.2% 28.7%
New product or service development** 20.2% 25.3%
Product or service strategy*** 18.8% 20.2% 21.8%
Pricing strategy 23.7% 21.8% 21.5%
Multichannel marketing 13.4% 16.3% 20.8%
*Question was asked for the first time in February 2016.
**Question was asked for the first time in August 2015.
***This question was changed from “product line optimization” to “product or service strategy” in August 2015.
**Green reflects an increase of more than 2 percent between Aug-15 and Feb-16.
Topic 11:
The CMO Survey Award for
Marketing Excellence
The 2016 CMO Survey Award for
Marketing Excellence – Overall Winner
63
Participants were asked to nominate a company in response to the question:
Which company across all industries sets the standard for excellence in marketing?
Apple Inc.
Participants were asked to nominate a company in response to the question:
Which company in your industry sets the standard for excellence in marketing?
The 2016 CMO Survey Award for Marketing
Excellence – Industry Winners
64
Next survey: July 2016
Participate: Sign up here
Media: Press releases and coverage
Feedback: Send comments to moorman@duke.edu
Preview
65

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The CMO Survey Highlights and Insights Feb 2016

  • 1.
  • 2. Mission - To collect and disseminate the opinions of top marketers in order to predict the future of markets, track marketing excellence, and improve the value of marketing in firms and society. - The survey is an objective source of information about marketing. It is a non-commercial service dedicated to the field of marketing. Survey Operation - Founded in August 2008, The CMO Survey is administered twice a year via an Internet survey. Many questions repeat to observe trends over time. - The February 2016 survey was the 16th administration of The CMO Survey. Sponsoring Organizations - All individual survey data and participant lists are held in confidence and not provided to survey sponsors. About The CMO Survey 2
  • 3. Survey Sample - 3120 top U.S. marketers - 289 responded for a 9.3% response rate Survey Administration - Email contact with four follow-up reminders - Survey in field from January 12, 2016 - February 4, 2016 - 94.7% of respondents VP-level or above Results Interpretation - M = sample mean; SD = sample standard deviation - B2B = Business-to-Business firms; B2C = Business-to-Consumer firms Survey methodology 3
  • 4. Survey topics 4 Topic 1: Marketplace Dynamics………………………………........ 5-10 Topic 2: Firm Growth Strategies……………………………........... 11-15 Topic 3: Marketing Spending…………………………………......... 16-23 Topic 4: Financial and Marketing Performance…………………... 24-30 Topic 5: Social Media Marketing…………………………............... 31-39 Topic 6: Mobile Marketing…………………………………………... 40-43 Topic 7: Marketing Jobs…………………………………………….. 44-45 Topic 8: Marketing Organization…………………………............... 46-48 Topic 9: Marketing Leadership……………………………………... 49-53 Topic 10: Marketing Analytics………………………………………... 54-61 Topic 11: The CMO Survey Award for Marketing Excellence……. 62-65
  • 6. 6 Marketers’ outlook on U.S. economy weakens Figure 1.1. How optimistic are you about the overall U.S. economy on a 0- 100 scale with 0 being least optimistic and 100 most optimistic? 56.5 57.8 55.6 63.3 52.2 63.4 58.4 62.7 65.7 66.1 66.4 69.9 69.7 64.4 40 50 60 70 80 Aug-09 Feb-10 Aug-10 Feb-11 Aug-11 Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 Marketer Optimism About Overall Economy Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Overall 64.4 B2B Product 64.3 B2B Services 63.2 B2C Product 64.7 B2C Services 67.8
  • 7. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics 7 Marketer optimism swings negative Figure 1.2. Are you more or less optimistic about the overall U.S. economy compared to last quarter? More Optimistic 30.6% Less Optimistic 34.5% No Change 34.9% More Optimistic 45.5% Less Optimistic 12.9% No Change 41.6% August 2015 February 2016
  • 8. 8 Marketing leaders more optimistic about own companies than overall economy Figure 1.3. Marketing leader optimism for overall economy and company 0-100 (0=least optimistic) Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics 30.6% 54.9% 0% 20% 40% 60% 80% 100% Overall Economy Own Company 64.4 72.2 0 20 40 60 80 100 Overall Economy Own Company Figure 1.4. Percent of marketing leaders that are more optimistic compared to last quarter
  • 9. Customer indicators expected to weaken in next year Figure 1.5. Forecasted customer outcomes in next 12 months (% of respondents) 9 78% 72% 66% 52% 51% 34% 72% 59% 59% 56% 48% 26% 0% 20% 40% 60% 80% 100% Increased acquisition of new customers Increased customer purchase volume Increased purchase of related products & services Increased customer retention Increased entry of new customers into the market Increased customer price per unit February 2015 February 2016 Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
  • 10. Figure 1.6. Customers’ top priority in next 12 months (% of respondents) Customers expected to emphasize product quality and service excellence 10 26% 24% 18% 17% 12% 29% 27% 17% 14% 13% 0% 5% 10% 15% 20% 25% 30% 35% Superior Product Quality Excellent Service Trusting Relationship Low Price Superior Innovation August 2015 February 2016 Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
  • 11. Topic 2: Firm Growth Strategies
  • 12. Firms to decrease market penetration and emphasize riskier growth strategies next year Types of growth strategies Existing Products/ Services New Products/ Services Existing Markets Market Penetration Strategy Product/Service Development Strategy New Markets Market Development Strategy Diversification Strategy * % of spending for each growth strategy Growth Strategy Actual Spending in Past 12 Months Expected Spending in Next 12 Months Percent Change Expected Market Penetration Strategy 56.2% 50.1% -10.9% Market Development Strategy 14.5% 16.3% +12.4% Product/Service Development Strategy 21.0% 22.8% +8.6% Diversification Strategy 8.3% 10.8% +30.1% Table 2.1. Current and future growth spending* 12 Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
  • 13. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Company sales through Internet remain modest 13 Figure 2.1. Percent of company sales from Internet 9.2% 8.9% 9.9% 11.3% 12.4% 10.3% 11.3% 0% 5% 10% 15% 20% 25% Feb-12 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 Percent of sales through the Internet Overall 11.3% B2B Product 8.0% B2B Services 11.6% B2C Product 8.3% B2C Services 20.4%
  • 14. Company sales from domestic markets continue to dominate 14 Figure 2.2. Percent of company sales from domestic markets 77.6% 79.4% 77.5% 79.4% 85.4% 81.0% 83.0% 50% 60% 70% 80% 90% 100% Feb-12 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 Percent of sales - domestic Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Overall 83.0% B2B Product 76.0% B2B Services 85.9% B2C Product 82.4% B2C Services 91.9%
  • 15. Topic 3: International markets: Current sales and future growth opportunities Countries/ Regions (%) Largest current market* Western Europe 33.3% Canada 15.6% China 12.5% Japan 9.4% Mexico 6.3% Middle East 3.1% Indonesia and SE Asia / Brazil / Central America 2.1% Eastern Europe / Korea / South Africa / South America, not Brazil 1.0% Countries/ Regions (%) Largest future opportunity* Western Europe 18.7% China 10.3% Canada 8.4% South America, not Brazil 7.5% Eastern Europe / Mexico / Middle East 6.5% Brazil / India 5.6% Australia/New Zealand / South Africa 3.7% Central America / Indonesia and SE Asia / Northern Europe / Russia 2.8% Japan / Korea / Taiwan 1.9% Table 2.2. Largest current international market (sales) Table 2.3. Largest future international market opportunities 15 Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics *Regions reported in the same row each received the same percentage.
  • 17. Marketing budgets forecasted to increase 6.9% 17 Figure 3.1. Percent change in marketing budgets in next 12 months 0.5% 1.1% 5.9% 9.2% 6.7% 9.1% 8.1% 6.4% 6.1% 4.3% 6.7% 5.1% 8.7% 5.5% 6.9% 0% 2% 4% 6% 8% 10% 12% Feb-09 Aug-09 Feb-10 Aug-10 Feb-11 Aug-11 Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 Change in Marketing Spending Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Overall 6.9% B2B Product 8.1% B2B Services 7.5% B2C Product 1.3% B2C Services 8.0%
  • 18. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics What’s in your marketing budget? 18 Table 3.1. Expenses included in marketing budgets (check all that apply)* Overall B2B Product B2B Services B2C Product B2C Services Direct expenses of marketing activities 61.6% 68.5% 53.4% 64.9% 66.7% Social media 51.6% 52.2% 44.9% 62.2% 59.5% Marketing analytics 49.5% 57.6% 39.0% 59.5% 52.4% Other overhead costs associated with marketing 45.7% 37.3% 45.9% 54.8% 37.5% Marketing research 43.6% 31.4% 56.8% 50.0% 28.1% Marketing employees 43.3% 36.4% 35.1% 50.0% 28.1% Marketing training 33.6% 23.7% 37.8% 38.1% 20.8% Sales employees 12.5% 11.0% 5.4% 23.8% 13.5% *Percentage reflect the number of marketers agreeing that the expense is included in their company’s marketing budget.
  • 19. Digital marketing spend up 13.2% and traditional advertising spend down 3.2% in next year *Refers to media advertising not using the Internet. Figure 3.2. Percent change in traditional advertising* vs. digital marketing spend in next 12 months 19 -0.8% -1.9% -2.7% -2.1% -0.1% -3.6% -1.1% -2.1% -3.2% 12.8% 11.5% 10.2% 10.1% 8.2% 10.8% 14.7% 12.2% 13.2% -5% 0% 5% 10% 15% 20% Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 Traditional Advertising Spend Digital Marketing Spend Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics
  • 20. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Forecasted changes in customer and brand spending 20 Figure 3.3. Percent change in CRM and brand spending in next 12 months 5.1% 7.9% 7.5% 8.0% 7.1% 4.9% 4.3% 5.6% 5.4% 5.0% 0% 2% 4% 6% 8% 10% 12% Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 Customer Relationship Management Brand Building
  • 21. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics *Question asked in Feb-11 for the first time. Marketing budgets represent an increasing percent of firm budgets 21 Figure 3.5. Marketing budget as percent of firm budget* 8.1% 10.0% 10.4% 11.4% 10.6% 9.4% 10.9% 10.9% 10.1% 11.4% 12.1% 6% 8% 10% 12% 14% Feb-11 Aug-11 Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 % Marketing Budget Overall 12.1% B2B Product 10.3% B2B Services 11.6% B2C Product 19.6% B2C Services 11.3%
  • 22. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Marketing budgets correspond with Internet sales and differences widening 22 Figure 3.4. Marketing budget (as a percent of overall firm budget) by firm Internet sales 6.1% 7.0% 13.3% 9.1% 13.9% 16.8% 0% 5% 10% 15% 20% 25% 0% of sales through Internet 1-10% of sales through Internet >10% of sales through Internet February 2015 February 2016
  • 23. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Marketing spend 8.4% of company revenues 23 Figure 3.6. Marketing spending as percent of company revenues* *Question asked in Feb-12 for the first time. 8.5% 11.0% 7.9% 7.8% 9.3% 8.3% 8.3% 6.6% 8.4% 0% 3% 6% 9% 12% 15% Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 % Marketing Spend Overall 8.4% B2B Product 6.9% B2B Services 8.6% B2C Product 9.5% B2C Services 10.4%
  • 24. Topic 4: Financial and Marketing Performance
  • 25. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Firm performance metrics in last 12 months 25 Overall B2B Product B2B Services B2C Product B2C Services Sales 3.8% 3.0% 4.5% 2.9% 4.3% Profits 2.9% 2.0% 2.9% 2.5% 5.6% Marketing ROI 2.8% 2.4% 3.0% 1.8% 4.2% Customer acquisition 3.5% 2.8% 4.5% 0.1% 5.0% Customer retention 1.5% 1.1% 1.4% 0.1% 3.8% Brand value 3.3% 3.0% 3.6% 1.4% 4.4% Table 4.1. Percent change in financial and marketing performance in prior 12 months
  • 26. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Performance on customer retention lags further 26 Figure 4.1. Percent change in performance on customer and brand metrics in prior 12 months 3.6% 3.3% 3.1% 2.9% 3.5% 1.9% 2.0% 2.1% 1.7% 1.5% 3.5% 3.7% 2.9% 2.8% 3.3% 0% 1% 2% 3% 4% 5% Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 Customer acquisition Customer retention Brand value
  • 27. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics No improvements in marketing knowledge metrics 27 3.5 3.4 3.5 3.3 3.5 3.4 3.5 3.2 1 2 3 4 5 Feb-11 Aug-13 Aug-14 Feb-16 Sharing valuable marketing knowledge Developing and using customer insights *Question asked irregularly; reporting complete time series 2011-2016. Figure 4.2. Rate your company on each marketing knowledge metric during the last 12 months (1=poor, 5=excellent)
  • 28. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Performance on societal metrics remain unchanged after 5 years 28 3.2 3.1 3.2 3.03.0 3.0 3.2 3.1 1 2 3 4 5 Feb-11 Aug-13 Aug-14 Feb-16 Marketing that is beneficial for society Minimize the impact of marketing on the ecological environment *Question asked irregularly; reporting complete time series 2011-2016. Figure 4.3. Rate your company on each societal metric during the last 12 months (1=poor, 5=excellent)
  • 29. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Marketing excellence ratings show no improvement 29 Figure 4.4. How would you rate your company’s marketing excellence?* (7-point scale where 1=Very Weak, 7=Leader) * Question asked in Aug-13 for the first time 4.5 4.5 4.7 4.5 4.6 4.5 4.5 0 1 2 3 4 5 6 7 Aug-13 Feb-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 Excellence rating
  • 30. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Services companies more likely to be marketing leaders 30 Figure 4.5. How would you rate your company’s marketing excellence? (7-point scale where 1=Very Weak and 7=Leader) 6.8% 9.7% 5.8% 5.0% 3.6% 41.5% 48.4% 41.1% 25.0% 39.3% 30.3% 27.4% 29.4% 50.0% 25.0% 21.3% 14.5% 23.5% 20.0% 32.1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Overall B2B Product B2B Services B2C Product B2C Services A Leader/ Excellent=6-7 Strong=5 Fair/Good=3-4 Very Weak/Weak=1-2
  • 32. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Marketers plan to drastically increase social media spend in the next 5 years 32 Figure 5.1. Social media spending as percent of marketing budgets 10.6% 13.2% 20.9% 0% 5% 10% 15% 20% 25% Current Levels Over Next 12 Months In Next 5 Years % of Marketing Budget
  • 33. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Social media spend across sectors 33 Overall B2B Product B2B Services B2C Product B2C Services Current social media spending 10.6% 7.5% 12.9% 9.0% 12.9% Social media spending in the next 12 months 13.2% 9.3% 15.7% 12.2% 16.3% Social media spending in the next 5 years 20.9% 17.2% 21.7% 22.1% 26.1% Table 5.1. Changes in social media spending across sectors
  • 34. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Integration of social media and marketing strategy moderate and holding 34 Figure 5.2. How effectively is social media linked to your firm’s marketing strategy? (1=Not integrated, 7=Very integrated) 3.8 3.8 3.8 3.9 3.8 3.9 3.9 4.2 4.2 1 2 3 4 5 6 7 Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 Mean Integration Level
  • 35. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Integration of customer information across channels continues to worsen 35 Figure 5.3. How effectively does your company integrate customer information across purchasing, communication, and social media channels? (1=Not At All Effectively, 7=Very Effectively) *Question asked in Feb-11 for the first time. 3.8 3.8 3.8 3.8 3.9 3.8 3.9 3.7 3.6 3.4 1 2 3 4 5 6 7 Feb-11 Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 Mean Integration Level
  • 36. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Twenty percent of social media activities performed by outside agencies 36 Figure 5.4. Percent of company’s social media activities performed by outside agencies 17.4% 18.9% 21.7% 20.0% 0% 10% 20% 30% 40% 50% Feb-14 Feb-15 Aug-15 Feb-16 Percent Outside Agencies
  • 37. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Few firms able to prove the impact of social media quantitatively 37 Figure 5.5.. Which best describes how you show the impact of social media on your business? B2B Product B2B Services B2C Product B2C Services We have proven the impact quantitatively 9.1% 10.5% 14.3% 17.6% We have a good qualitative sense of the impact, but not a quantitative impact 29.9% 47.4% 42.9% 44.1% We haven't been able to show the impact yet 61.0% 42.1% 42.9% 38.2% Haven't been able to show the impact yet 45%Have a good qualitative sense of the impact, but not a quantitative impact 40% Have a good qualitative sense of the impact, but not a quantitative impact 41.8% Haven't been able to show the impact yet 45.0% Haven't been able to show the impact yet 47.9% Have a good qualitative sense of the impact, but not a quantitative impact 40.6% Have proven the impact quantitatively 11.5%
  • 38. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Forecasted social media investments Area of investment % of companies* Content creation 62.6% Analytics 43.6% Campaign optimization 41.5% Social listening 41.5% Community engagement 40.5% Customer care 30.8% New technology 26.6% Employee engagement 26.0% Crisis monitoring and communication 23.5% Talent acquisition 21.5% Training employees 18.7% Developing new products 15.6% Table 5.2. Forecasted areas for social media investments in the next year 38 *Percent of companies planning investment in the next year.
  • 39. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Social media contributes little to company performance 39 18.3% 21.7% 23.4% 11.5% 14.9% 6.8% 3.4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1 2 3 4 5 6 7 Figure 5.6. To what degree does the use of social media contribute to your company's performance? (1=Not at all, 7=Very highly) Not at all Very highly Mean level Overall 3.2 (SD=1.7) B2B Product 2.5 (SD=1.4) B2B Services 3.4 (SD=1.8) B2C Product 3.2 (SD=1.4) B2C Services 4.0 (SD=1.7)
  • 41. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Marketing spend on mobile expected to increase 147% in three years 41 Figure 6.1. Marketing budget spend on mobile 5.9% 14.6% 0% 5% 10% 15% 20% Current Levels In Next 3 Years Now 3 years Overall 5.9% 14.6% B2B Product 3.8% 10.5% B2B Services 5.7% 13.7% B2C Product 9.2% 22.2% B2C Services 8.8% 20.3%
  • 42. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Mobile marketing underperforms on key marketing outcomes Figure 6.2. Rate the performance of your company’s mobile marketing activities (7-point scale where 1=Poor, 7=Excellent) 42 2.89 3.56 3.12 3.47 2.74 2.64 2.92 3.46 3.14 3.44 2.9 2.74 0 1 2 3 4 5 6 7 Customer acquisition Customer engagement Customer retention Delivering your brand message Sales Profits August 2015 February 2016
  • 43. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Mobile marketing contributes little to company performance 43 40.2% 21.9% 11.9% 13.7% 9.6% 2.3% 0.5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1 2 3 4 5 6 7 Figure 6.3. To what degree does the use of mobile marketing contribute to your company's performance? (1=Not at all, 7=Very highly) Not at all Very highly Mean level Overall 2.4 (SD=1.5) B2B Product 2.0 (SD=1.2) B2B Services 2.4 (SD=1.7) B2C Product 3.0 (SD=1.6) B2C Services 2.8 (SD=1.5)
  • 45. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Marketing hiring growth slows: Focus on B2B marketers 45 Figure 7.1. Percentage change in marketing hires planned in next 12 months 5.2% 6.5% 5.4% 5.5% 4.7% 3.8% 3.5% 6.6% 5.1% 0% 3% 6% 9% 12% 15% Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 Percentage Change in Marketing Hires in Next 12 Months Overall 5.1% B2B Product 5.7% B2B Services 5.5% B2C Product 4.4% B2C Services 3.1%
  • 47. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Marketing and sales are equal partners in most companies 47 Figure 8.1. The marketing-sales relationship (% of respondents) 67.9% 11.9% 8.3% 8.3% 3.6% 0% 10% 20% 30% 40% 50% 60% 70% 80% Sales and marketing work together on an equal level We don't have a sales function Sales is in charge of marketing Sales is within the marketing function We have a sales function, but not a marketing function
  • 48. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Product/service structure dominates, but customer groups continue to inch up 48 Figure 8.2. Organizational structure in companies 26.5% 26.7% 30.2% 29.4% 31.9% 73.5% 73.3% 69.8% 70.6% 68.1% 0% 20% 40% 60% 80% 100% Feb-13 Feb-14 Feb-15 Aug-15 Feb-16 Customer Groups Product/Service Groups % customer groups Overall 31.9% B2B Product 26.2% B2B Services 41.0% B2C Product 26.3% B2C Services 28.0%
  • 50. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Marketing leadership gains and losses 50 Table 9.1. Percentage of companies in which marketing leads activity Stronger marketing leadership: • Brand • Social media • Marketing analytics • Lead generation • Innovation Weaker marketing leadership: • Positioning • Market entry strategies • Sales • Customer service • Stock market performance Maintaining marketing leadership: • Advertising • Promotion • Marketing research • Public relations • Competitive intelligence • CRM • New products • Pricing • Targeting/Market selection Activity Feb-11 Aug-15 Feb-16** Brand 81% 82.10% 87.50% Social media 71% 79.50% 83.90% Advertising 85% 82.70% 82.10% Marketing analytics* - 75.00% 79.20% Promotion 81% 76.30% 76.20% Positioning 79% 80.10% 75.60% Marketing research 73% 70.50% 70.20% Public relations 65% 64.10% 64.90% Lead generation 53% 55.80% 62.50% Competitive intelligence 58% 55.10% 56.50% Market entry strategies 50% 55.80% 46.40% CRM 38% 39.10% 37.50% New products 44% 37.80% 36.30% Pricing 30% 30.80% 32.10% Targeting/Market selection 31% 30.10% 29.80% Innovation 33% 23.10% 28.60% Sales 32% 32.10% 25.00% Customer service 22% 19.90% 17.30% Stock market performance 0.40% 3.80% 1.80% *Marketing analytics added in Feb-13. **Red reflects a decrease and Green reflects an increase of more than 2 percent between Aug-15 and Feb-16.
  • 51. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Marketing leader retention at all-time high (5.7 years) 51 Figure 9.1. Marketing leader retention 4.3 4.6 4.3 5.4 4.1 4.8 5.1 4.6 5.3 5.3 4.5 5.7 8.0 9.0 8.8 10.5 9.2 9.5 10.0 9.4 10.0 9.4 8.0 9.7 0 2 4 6 8 10 12 Aug-09 Aug-10 Aug-11 Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 Years top marketer in current role in the firm Years top marketer in any role in the firm
  • 52. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics However, marketers continue to lose reports 52 Figure 9.2. Number of people reporting to top marketer 6.0 8.6 5.6 6.9 5.5 5.1 5.0 4.5 25.4 24.6 17.5 16.1 16.3 10.9 6.0 4.0 0.0 5.0 10.0 15.0 20.0 25.0 30.0 Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Feb-15 Aug-15 Feb-16 Number of direct reports Number of indirect reports
  • 53. Leading practices from marketing leaders See full interviews at www.cmosurvey.org/cmo-insights/ Senior Vice President and Chief Marketing Officer Beth Comstock discusses how GE approaches marketing: “You have to create a platform that invites innovative ideas.” This platform involves four capabilities that have produced an array of new products, services, customers, and business models. Chief Marketing Officer Kim Feil discusses how she built a marketing function. From insights to accountability, she describes the organization, processes, metrics, and talent management strategies important to this effort. Executive Vice President and Chief Marketing Officer Geert van Kuyck shares ideas on building the essential skill set for CMOs and the importance of defining the CMO’s mission. He discusses the use of the Net Promoter Score and other metrics to evaluate business results at Philips, touching on Philips’ engagement with LinkedIn and social media metrics. Executive Vice President and Chief Marketing Officer Stephen Quinn describes how Walmart rebuilt its customer focus. Key steps involved harnessing internal support, generating market insight, using customer-focused metrics, living the brand internally, and building marketing talent. Global Marketing Officer Marc Pritchard shares views on how marketing contributes to P&G’s performance. He talks about how P&G learns about customers and how it is relentless in its attention to building loyal customers and strong brands in the store, on the web, and around the world. 53
  • 55. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Spending on marketing analytics to increase 66% in three years 55 Figure 10.1. Percent of marketing budget spent on marketing analytics 6.7% 11.1% 0% 3% 6% 9% 12% 15% Current Levels In Next 3 Years
  • 56. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Spending on marketing analytics by firm and industry characteristics 56 Current In Next 3 years <$25M 6.5% 10.7% $26-99M 6.1% 9.6% $100-499M 6.4% 12.1% $500-999M 5.0% 12.3% $1-9.9B 7.8% 10.7% $10+B 8.9% 13.8% Table 10.1c. Firm size differences Table 10.1b. Firm Internet sales differences Current In Next 3 years 0% 5.9% 10.0% 1-10% 6.6% 10.6% >10% 8.1% 13.9% Table 10.1a. Firm sector differences Current In Next 3 years B2B Product 6.1% 11.0% B2B Services 7.8% 12.0% B2C Product 7.0% 10.7% B2C Services 5.1% 9.5%
  • 57. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics More decisions use marketing analytics 57 Figure 10.2. Percentage of decisions using marketing analytics* *This question was asked in Feb-12 for the first time. 37.0% 35.0% 30.4% 29.0% 32.5% 32.3% 29.0% 31.0% 35.3% 10% 20% 30% 40% 50% Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 Percentage using marketing analytics Overall 35.3% B2B Product 22.8% B2B Services 29.6% B2C Product 45.6% B2C Services 34.5%
  • 58. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics However, contribution of marketing analytics remains low 58 Figure 10.3. To what degree does the use of marketing analytics contribute to your company's performance? (1 = Not at all, 7 = Very highly) *This question was asked in Aug-12 for the first time. 3.9 3.7 3.5 3.7 3.7 3.2 3.7 3.8 1 2 3 4 5 6 7 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 Mean Contribution Level Overall 3.8 (SD=1.8) B2B Product 3.3 (SD=1.7) B2B Services 3.8 (SD=1.8) B2C Product 4.1 (SD=1.6) B2C Services 4.6 (SD=1.6)
  • 59. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Marketing analytics contributions by sector and firm differences 59 To what degree does the use of marketing analytics contribute to your company's performance? (1=Not At All, 7=Very Highly) Table 10.2a. Industry sector differences Sector Mean Banking/Finance/Insurance 3.1 Communications/Media 4.2 Consumer Packaged Goods 4.3 Consumer Services 4.8 Education 4.8 Energy 3.2 Healthcare/Pharma. 3.4 Manufacturing 3.1 Mining/Construction 3.5 Retail/Wholesale 3.7 Service/Consulting 3.9 Tech Software Biotech 4.3 Transportation 4.7 Sector Mean B2B Product 3.3 B2B Services 3.8 B2C Product 4.1 B2C Services 4.6 Table 10.2b. Economic sector differences Table 10.2c. Firm Internet sales differences Firm sales Mean 0% of sales 3.4 1-10% of sales 3.7 >10% of sales 4.6
  • 60. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics Companies lack quantitative metrics to demonstrate marketing spending impact 60 Figure 10.4. How companies demonstrate the impact of marketing spending 37% 46% 17% 31% 51% 19% 0% 20% 40% 60% Proved the impact quantitatively Good qualitative sense of the impact, not quantitative Haven't been able to show the impact yet Short-Term Impact Long-Term Impact
  • 61. Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership Analytics How marketing analytics is driving marketing decision making 61 Table 10.3. Percent of companies using marketing analytics in each marketing decision area Marketing decision area Aug-13 Aug-15 Feb-16 Customer insight* 46.4% Customer acquisition 31.7% 36.6% 43.6% Customer retention 27.6% 30.7% 38.1% Digital marketing* 36.7% Segmentation** 29.2% 31.8% Marketing mix 21.7% 31.5% 31.5% Social media 21.0% 30.7% 29.4% Branding 22.0% 26.5% 30.8% Promotion strategy 23.7% 29.2% 28.7% New product or service development** 20.2% 25.3% Product or service strategy*** 18.8% 20.2% 21.8% Pricing strategy 23.7% 21.8% 21.5% Multichannel marketing 13.4% 16.3% 20.8% *Question was asked for the first time in February 2016. **Question was asked for the first time in August 2015. ***This question was changed from “product line optimization” to “product or service strategy” in August 2015. **Green reflects an increase of more than 2 percent between Aug-15 and Feb-16.
  • 62. Topic 11: The CMO Survey Award for Marketing Excellence
  • 63. The 2016 CMO Survey Award for Marketing Excellence – Overall Winner 63 Participants were asked to nominate a company in response to the question: Which company across all industries sets the standard for excellence in marketing? Apple Inc.
  • 64. Participants were asked to nominate a company in response to the question: Which company in your industry sets the standard for excellence in marketing? The 2016 CMO Survey Award for Marketing Excellence – Industry Winners 64
  • 65. Next survey: July 2016 Participate: Sign up here Media: Press releases and coverage Feedback: Send comments to moorman@duke.edu Preview 65