Date post: | 21-Jan-2015 |
Category: |
Business |
Upload: | christinemoorman |
View: | 3,641 times |
Download: | 1 times |
About The CMO Survey
Mission- The CMO Survey collects and disseminates 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.
Survey Operation- Founded in August 2008, The CMO Survey is administered twice a year via an Internet
survey. Questions repeat to observe trends. Special topics are introduced for each survey.
- The February 2012 survey was the eighth administration of The CMO Survey.
Sponsoring Organizations
Founder and Director
- Professor Christine Moorman, T. Austin Finch, Sr. Professor of Business Administration
2© Christine Moorman
Survey Methodology
Survey Sample- 3401 Top U.S. Marketers at Fortune 1000, Forbes Top 200, CMO Club companies, and
Top Marketers who are AMA Members or Duke University Alumni and Friends
- 269 responded for a 7.9% response rate
Survey Administration- Email contact with four follow-up reminders
- Survey in field from January 31-February 16, 2012
- 91.2% 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
3© Christine Moorman
Topic 1: Marketplace Dynamics 5-10
Topic 2: Firm Growth Strategies 11-17
Topic 3: Marketing Spending 18-24
Topic 4: Financial and Marketing Performance 25-30
Topic 5: Marketing and Social Media 31-35
Topic 6: Marketing Jobs 36-38
Topic 7: Marketing Organization 39-41
Topic 8: Marketing Leadership and CMO Insights 42-46
Topic 9: Marketing Analytics 47-51
The CMO Survey Award for Marketing Excellence 52-53
Preview of the Next Survey 54
Overview of Results
4© Christine Moorman
5
Topic 1: Marketplace Dynamics
5
Marketer optimism for overall U.S. economy rebounds to highest level in 3 years
Figure 1.1. How optimistic are you about the overall U.S. economy on a 0-100 scale with 0 being the least optimistic and 100 the most optimistic?
6© Christine Moorman
Figure 1.2. Optimism for U.S. economy by sector
Februa
ry
200
9
August
200
9
Februa
ry
201
0
August
201
0
Februa
ry
201
1
August
2
011
Februa
ry
201
240
50
60
70
80
90
100
47.7
56.5 57.8 55.6
63.3
52.2
63.4
Marketer Optimism about Overall Economy
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
August 2011 February 201245
50
55
60
65
48
62.1
54.5
64.1
53.1
63.5
53.3
58.3
B2B-Product B2B-ServiceB2C-Product B2C-Service
Optimists outweigh pessimists 8 to 1
7© Christine Moorman
Figure 1.3. Are you more or less optimistic about the overall U.S. economy compared to last quarter?
February 2009
August 2009
February 2010
August 2010
February 2011
August 2011
February 2012
0%
10%
20%
30%
40%
50%
60%
70%
80%
17.3
59.062.1
35.2
68.8
14.9
63.3
32.026.0
28.9
38.9
25.5 27.7 28.3
50.7
15.0
9.0
26.0
5.7
57.4
8.5
More Optimistic No Change Less Optimistic
% of Respondents
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
Marketer optimism for own companies exceeds expectations for overall economy
© Christine Moorman 8
Figure 1.4. How optimistic are you on a 0-100 scale with 0 being the least optimistic and 100 the most optimistic?
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
February2009
August 2009
February 2010
August 2010
February 2011
August 2011
February 2012
40.00
50.00
60.00
70.00
80.00
90.00
100.00
47.69
56.45 57.7855.60
63.30
52.20
63.40
52.92
59.64
66.44 66.70
73.20
67.80
72.80
Overall Economy Own Company Revenue Growth
Customer metrics forecast strong rebound: Increase in number of customers entering markets, purchase volume and likelihood of buying related offerings
9© Christine Moorman
Figure 1.5. Customer Metrics – Forecasted Customer Outcomes in Next 12 Months
August 2009
August 2010
August 2011
February 2012
10%
20%
30%
40%
50%
60%
70%
48
62
56.2
64.2
17
25
38.7 37.4
44
52
32.5
62.1
39
50
51.6
52.8
35
4341.4
49.8 Increased customer purchase volume
Increased customer price per unit
Customer will buy more related products and services from my firm
My firm's ability to retain current cus-tomers has increased
Increased entry of new customers into the market
% of Respondents
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
Customer priorities to shift from low price to service
Aug-11 Feb-12 % Change
Low Price 24.1% 16.4% -32.0%
Quality 24.1% 26.3% +9.1%
Innovation 13.7% 10.0% -27.0%
Service 13.7% 21.4% +56.2%
Trust 19.3% 18.9% -2.1%
Brand 6.8% 7.5% +10.3%
© Christine Moorman
Table 1.1. Rank order your Customer’s Top Priority in Next 12 Months
10
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
11
Topic 2: Firm Growth Strategies
11
Growth strategies expected to shift to product/service development & diversification
Table 2.1. How Growth Spending is Expected to Change*
Existing Products/Services
New Products/Services
ExistingMarkets
Market Penetration
Strategy
Product/Service Development
Strategy
New Markets
Market Development
Strategy
Diversification Strategy
* % of spending across growth strategies
12© Christine Moorman
Types of Growth Strategies
StrategyActual
Spending in Past 12 Months
Expected Spending in
Next 12 Months
Percent Change
Expected
Market Penetration
Strategy56.7% 50.2% -11%
Market Development
Strategy15.5% 15.6% +1%
Product/Service Development
Strategy19% 23.8% +25%
Diversification Strategy 8.2% 10.5% +28%
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
© Christine Moorman
Table 2.2. Expected Change in Sector Growth Spending in Next12 Months Relative to Prior Year
Growth strategies vary by sector
13
B2B Products
B2B Services
B2C Products
B2C Services
Market Penetration Strategy -16.9% -11.5% -6.2% -7.2%
Market Development Strategy +17.0% +22.9% +21.6% +12.1%
Product/Service Development Strategy +17.7% -32.4% -2.0% +27.5%
Diversification Strategy +28.2% +125.6% +81.6% -28.2%
Notable shifts
• Less market penetration: B2B-Product (-17%)
• Greater focus on new markets/new products: B2B-Services (+126%) and B2C-Products (+82%)
• Greater focus on new services: B2C-Services (+27.5%)
• Greater focus on new markets: B2B-Services (+23%) and B2C-Products (+22%)
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
Stable patterns of growth strategies overall; sector differences significant
Table 2.3. How Firms Will Grow in the Next 12 Months*
14© Christine Moorman
Strategy Aug-10 Feb-11 Aug-11 Feb-12
Organic Growth 69.5% 72.0% 70.2% 70.6%
Growth from Acquisitions 10.8% 10.6% 11.4% 11.6%
Growth from Partnerships 13.9% 11.8% 13.5% 12.6%
Growth from licensing 5.8% 5.6% 5.1% 5.2%
* Percentage of spending across growth strategies
Table 2.4. Sector Use of Growth Strategies – February 2012
Organic Growth
Growth via Acquisition
Growth from Partnerships
Growth from Licensing
B2B Product 67.4% 13.9% 12.9% 5.8%
B2B-Service 74.4% 10.8% 10.9% 3.9%
B2C-Product 71.6% 7.5% 13.6% 7.3%
B2C-Service 78.9% 8.6% 10.7% 1.8%
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
International sales to continue upward trajectory in next 12 months
Figure 2.1. Percentage of Company Sales Expected to be International in Next 12 Months
© Christine Moorman 15
August 2010
August 2011
February2012
0%
5%
10%
15%
20%
25%
30%
35%
40%
18.7%
24.7%
32.4%
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
Which international market is your highest revenue growth market?
Figure 2.2. Which International Market is Your Highest Revenue Growth Market?
© Christine Moorman 16
Table 2.5. Sector Differences in Key Emerging Markets
Brazil Russia India China
B2B Product 6.8% 1.4% 2.7% 24.7%
B2B-Service 5.3% 0% 5.3% 10.5%
B2C-Product 10.3% 0% 3.4% 10.3%
B2C-Service 12.5% 0% 0% 6.3%
Western Europe23%
Canada16%
China15%
Mexico3%
Japan2%
Brazil7%
Middle East7%
Eastern Europe1%
India3%
Korea1%
Russia0%
Other20%
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
New question in The CMO Survey
20% sales revenue increase in top international market in last year
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
Average increase across all top international markets: 19.7% (SD = 32.1)
Figure 2.3. Average Percent Increase in Sales Revenue from Top International Market
New question in The CMO Survey
Brazil Canada China Eastern Europe
India Japan Korea Mexico Middle East
Other Market
Russia Western Europe
0%
10%
20%
30%
40%
50%
60%
25.3
16.6
34.9
25.0
48.0
19.822.5
13.8
26.3
5.2
16.0
21.0
18
Topic 3: Marketing Spending
18
Growth in marketing budgets remains high: B2B-Product companies expect 2x-4x growth of other industries
Figure 3.1. % Change in Marketing Budgets in Next 12 Months
19© Christine Moorman
Table 3.1. Sector Differences in Marketing Budgets
February
2009
August
2009
February
2010
August
2010
February
2011
August
2011
February
2012
0%
5%
10%
15%
20%
25%
0.5% 1.1%
5.9%
9.2%
6.7%
9.1%8.1%
Change in Marketing Spending % Change in Marketing Spending
B2B Product 13.2%
B2B-Service 6.2%
B2C-Product 3.3%
B2C-Service 4.6%
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
Marketing spending on traditional advertising expected to plummet further (-161%)
Table 3.2. % Change in Marketing Spending in Next 12 Months
20© Christine Moorman
Aug-11 Feb-12 % Change
Traditional advertising* spending 1.3% -0.8% -161.5%
Internet marketing spending 11.2% 12.8% +14.3%
New product introductions 10.4% 8.5% -18.3%
New service introductions 6.6% 4.2% -36.4%
Customer relationship management 6.5% 7.1% +9.2%
Brand building 5.7% 7.2% +26.3%
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
*Refers to media advertising not using the web.
Investments in building marketing knowledge remain strong
Table 3.3. Changes in Firm Spending on Marketing Knowledge in Next 12 Months
21© Christine Moorman
Feb-09 Aug-09 Feb-10 Aug-10 Feb-11 Aug-11 Feb-12
Marketing research and intelligence 1.8% 3.2% 7.3% 5.6% 8.0% 6.2% 6.2%
Marketing consulting services -4.5% 1.3% 2.9% 4.6% 4.7% 3.5% 1.7%
Developing knowledge about how to do marketing 3.4% 3.0% 6.4% 6.6% 8.8% 6.4% 4.6%
Integrating what we know about marketing 5.1% 4.1% 7.4% 8.9% 8.1% 6.0% 6.6%
Marketing training 1.2% 0.7% 4.3% 3.6% 5.6% 3.1% 3.7%
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
Marketing spending increases further to account for 10.4% of overall firm budgets
22
Figure 3.2. How Marketing Budgets Are Changing Over Time*
© Christine Moorman
February 2011
August 2011
February 2012
2%
4%
6%
8%
10%
12%
14%
16%
8.1%
10.0%10.4%
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
*Question asked in Feb-11 for the first time.
Size of marketing budget varies by company sector, sales, and internet sales
23
Table 3.4. Marketing Percentage of Firm Budget by Economic SectorB2B
ProductB2B
ServicesB2C
ProductB2C
ServicesAugust 2011 7.0% 11.1% 11.6% 12.1%
February 2012 8.7% 8.2% 16.1% 16.8%
<$25 Million
$26-99 Million
$100-499 Million
$500-999 Million
$1-9.9 Billion
>$10 Billion
August 2011 11.3% 14.6% 10% 7.8% 3.1% 6.6%
February 2012 10.7% 12.3% 13.5% 4.7% 6.7% 8.8%
0% Internet Sales
1-10%Internet Sales
>10% Internet Sales
August 2011 8.7% 7.9% 16.8%February 2012 8.4% 9.5% 18.0%
Table 3.5. Marketing Percentage of Firm Budget by Company Sales Revenue
Table 3.6. Marketing Percentage of Firm Budget by Company Internet Sales
© Christine Moorman
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
Marketing spending as a percent of firm revenues
24© Christine Moorman
• Mean percentage: 8.5%
• 95 percent confidence Interval around mean: 5.6%-11.5%
Table 3.7. Marketing Spending as a Percentage of Firm Revenues by Economic Sector
B2B Product
B2B Services
B2C Product
B2C Services
February 2012 7.3% 4.8% 13.8% 16.6
<$25 Million
$26-99 Million
$100-499 Million
$500-999 Million
$1-9.9 Billion
>$10 Billion
February 2012 11.8% 9.0% 14.7% 1.7% 2.8% 5.2%
0% Internet Sales
1-10%Internet Sales
>10% Internet Sales
February 2012 6.3% 9.0% 14.4%
Table 3.8. Marketing Percentage of Firm Budget by Company Sales Revenue
Table 3.9. Marketing Percentage of Firm Budget by Company Internet Sales
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
New question in The CMO Survey
25
Topic 4: Financial and Marketing Performance
25
Company performance on financial metrics shows significant improvement
26© Christine Moorman
August 2010
February 2011
August 2011
February 2012
0%
1%
2%
3%
4%
5%
6%
2.2%
4.0%3.8%
4.8%
1.8%
3.4%3.4%
3.9%
2.2% 2.7%
3.0%
3.5%
Firm sales Firm profits Marketing ROI
Firm Performance
on Metrics
Figure 4.1. Firm Performance in Prior 12 Months % Change Feb-2011 to
Feb-2012
Firm Sales 20%
Firm Profits 14.7%
Marketing ROI 29.6%
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
Companies build key customer and brand assets
27© Christine Moorman
August 2009
August 2010
August 2011
February 2012
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
4.0%
4.5%
2.6% 2.6%
3.2%
3.8%
1.4% 1.6%
1.7%2.2%
3.2%
2.9%
3.5%
4.1%
Customer acquisition Customer retention Brand value
Firm Performance
on Metrics
Figure 4.2. Company Performance on Customer and Brand Metrics % Change Feb-2011 to
Feb-2012
Customer Acquisition 41.3%
Customer Retention 31.5%
Brand Value 37.5%
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
Firm performance goals skyrocket: 40%-110% increases over current performance
Table 4.1. Company Performance and Goals
Actual firm performance in prior 12 months
Goal in the next 12 months
% Increase in goal over performance
Firm sales 4.8% 6.8% 42%
Marketing return on investment 3.5% 5.1% 46%
Firm profits 3.9% 6.2% 59%
Customer acquisition 3.8% 5.7% 45%
Customer retention 2.2% 4.6% 110%
Brand value 4.1% 5.8% 41%
28© Christine Moorman
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
B2B-Service companies top most metrics
29© Christine Moorman
B2B-Product B2B-Services B2C-Product B2C-Services
Firm sales 7.0% 7.5% 6.6% 5.2%
Marketing return on investment 4.9% 5.8% 4.3% 5.3%
Firm profits 6.1% 6.7% 5.7% 5.6%
Customer acquisition 5.8% 6.1% 5.2% 5.1%
Customer retention 4.7% 5.2% 4.1% 3.6%
Brand value 5.9% 5.8% 5.5% 6.0%
Table 4.2. Sector Performance Metrics for Prior 12 Months
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
Flat company performance on social and environmental indicators
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
* 5-point scale where 1 is “poor” and 5 is “excellent”
Figure 4.3. Firm Performance on Social and Environmental Metrics in Past 12 Months
Marketing that is beneficial for society Minimize impact of marketing on environment0
1
2
3
4
5
3.23.0
3.23.03.1
2.9
February 2010
February 2011
February 2012
30
3131
Topic 5: Marketing and Social Media
31
Social media spending growth continues: Expected to be 19.5% of marketing budgets in five years
32© Christine Moorman
Figure 5.1. Social Media Spending as a Percentage of Marketing Budgets Over Time
Current Levels Next 12 Months Next 5 Years0%
5%
10%
15%
20%
25%
7.4%
10.8%
19.5%
Percentage of Total Marketing
Budget (%)
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
Sector differences in social media spending; B2C-Product companies lead al industry sectors
33© Christine Moorman
August 2011 February 2012
Current Social Media Spending
B2B - Product 4.2% 6.2%B2B - Services 8.6% 7.4%B2C - Product 10.5% 9.6%B2C - Services 5.9% 8.4%
Overall 7.1% 7.4%
Social Media Spending in the next 12 months
B2B - Product 7.0% 9.4%B2B - Services 11.5% 10.1%B2C - Product 13.6% 15.3%B2C - Services 9.4% 11.7%
Overall 10.1% 10.8%
Social Media Spending in the
next 5 years
B2B - Product 13.4% 18.5%B2B - Services 18.3% 19.1%B2C - Product 24.0% 23.0%B2C - Services 17.3% 19.0%
Overall 17.5% 19.5%
Table 5.1. Sector Differences in % Change in Social Media Spending
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
Social media integration gap not closing
34© Christine Moorman
Question: How effectively is social media integrated with your firm’s marketing strategy? 7-point scale (1=not integrated, 7=very integrated)
Results: Social media remains poorly integrated with marketing strategy:
• Feb, 2012: Mean = 3.8, SD = 1.9• Feb, 2011: Mean = 3.8, SD = 2.0
Mean (SD)Feb-2012
B2B-Product 3.6 (2.1)
B2B-Services 3.6 (1.9)
B2C-Product 4.4 (1.5)
B2C-Services 4.5 (1.6)
Table 5.2. Integration Scores by Sector
Figure 5.2. How Effectively Social Media is Integrated with Strategy
1 Not at all Integrated
2 3 4 5 6 7 Very Integrated
0%
5%
10%
15%
20%
25%
18.4%
11.9%
8.6%
17.8%
22.0%
14.1%
7.0%
Chart Title
% of Respondents
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
Social media employment doubles inside and outside the company
35© Christine Moorman
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
Figure 5.3. Number of Employees In-House and Outsourced Performing Social Media for Company
Number of people employed in-house to do social media for company
Number of individuals from outside vendors providing social media support for the company
0
2
4
6
8
10
5.3
1.8
9.0
4.0
February 2011
February 2012
36
Topic 6: Marketing Jobs
36
Marketing employment remains positive but growth slows
Figure 6.1. Percentage Change in Marketing Hires Planned in Next 12 months
37© Christine Moorman
August 2010
February 2011
August 2011
February 2012
0%
5%
10%
15%
20%
25%
4.0%
6.2%7.2%
5.2%
B2B Product
B2B Services
B2C Product
B2C Services
August 2010 6.6% 3.7% 2.4% 0.1%
February 2011 3.7% 4.6% 5.1% 6.3%
August 2011 13.9% 11.3% 6.7% 2.3%
February 2012 2.1% 4.5% 1.9% 4.5%
Table 6.1. Percentage Increase in Marketing Hires by Sector
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
38
August 2010
February 2011
August 2011
February 2012
0%
5%
10%
15%
20%
25%
4.3% 4.5%
9.3%
3.2%
© Christine Moorman
Figure 6.2. Percentage of Company Marketing Expected to be Outsourced in Next 12 Months
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
Outsourcing of marketing flattens with recovery
39
Topic 7: Marketing Organization
39
40© Christine Moorman
Figure 7.1. Marketing Employees as a Percentage of Total Number of Employees
August 2009
August 2010
August 2011
February 2012
0%
2%
4%
6%
8%
10%
12%
2.4% 2.3%
4.2%
11.0%
Size of marketing groups double during economic recovery
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
External focus levels off as recovery strengthens
Figure 7.2. Firm Outside-In Activities:
Information about customers and competitors … *
*7-point scale where 1 is “not at all” and 7 is “very frequently”
41© Christine Moorman
4.2
4.4
4.6
4.8
5
5.2
5.4
4.9
4.6 4.6
4.7
4.8 4.8
5.3
4.9
4.8
5
5.1
5
5.1
4.6
4.7 4.7
4.8
4.7
February 2011 August 2011 February 2012
Mea
n Va
lue*
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
42
Topic 8: Marketing Leadership
42
Marketing leaders retained through economic crisis; B2C-Product lowest retention levels
43© Christine Moorman
Figure 8.1. Marketing Leader Retention), and 2009 (34.7 months).
Top marketer time in current role in the firm Top marketer time in any role in the firm0
2
4
6
8
10
12
4.3
8.0
4.6
9.0
4.3
8.8
5.4
10.5
August 2009 August 2010 August 2011 February 2012
Year
s
Table 8.1. Sector Differences in Retention
Years in current role
B2B Product 5.5 years
B2B-Service 6.1 years
B2C-Product 3.9 years
B2C-Service 5.2 years
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
Marketer influence in firms holds during economic recovery
44© Christine Moorman
Figure 8.2. Number of Direct Reports to Top Marketer
August 2009
August 2010
August 2011
February 2012
2
4
6
8
10
4.6
7.2 7.3
6
Number of Reports
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
Marketing leadership increases on key strategic activities
Table 8.2. What Marketing Does in Companies
45
Stronger marketing leadership : • Brand• Social media• Competitive intelligence• New Products• CRM – Customer Relationship Management• Targeting• Pricing• Innovation
Maintaining marketing leadership:• Positioning• Lead generation• Customer service
Weaker marketing leadership: • Promotion• Marketing research• Public relations• Market entry• Sales
Small but growing leadership on managing stock market performance
Percentage of Companies Using Marketing for Activity
Activity Feb-11 Feb-12Positioning 79% 78%
Promotion 81% 79%
Brand 81% 84%
Marketing research 73% 71%
Social media 71% 73%
Competitive intelligence 58% 62%
Public relations 65% 53%
Lead generation 53% 53%
Market entry strategies 50% 46%
New products 44% 52%
CRM 38% 41%
Targeting/Market selection 31% 35%
Sales 32% 30%
Pricing 30% 34%
Innovation 33% 39%
Customer service 22% 21%
Stock market performance 0.4% 1.2%
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
46© Christine Moorman
Best Practice from Marketing Leaders www.cmosurvey.org/cmo-insights/
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
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. The results have been impressive for this world-class retailer.
Global Marketing Officer Marc Pritchard shares his viewpoints 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.
47
Topic 9: Marketing Analytics
47
Spending on marketing analytics to increase 60% in three years
48© Christine Moorman
Figure 9.1. Percent of Marketing Budget Spent on Marketing Analytics
Current Levels In Next 3 Years-2%
0%
2%
4%
6%
8%
10%
12%
5.7%
9.1%
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
Current In Next 3 years
<$25M 4.8% 7.3%
$26-99M 4.2% 11.3%
$100-499M 5.5% 7.6%
$500-999M 2.8% 8.8%
$1-9.9B 7.1% 10.2%
$10+B 7.3% 10.8%
Table 9.1. Firm Size Differences
Size of marketing analytics groups to increase as well
49© Christine Moorman
Figure 9.2. Number of People Employed in Company in Marketing Analytics
Current In Next 3 Years2
3
4
5
6
7
8
5.8
6.9
Number of Company
Employees
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
Current In Next 3 years
<$25M 1.1 1.3
$26-99M 1.1 1.4
$100-499M 1.8 2.9
$500-999M 1.4 2.5
$1-9.9B 9.1 10.1
$10+B 26.4 32.4
Table 9.2. Firm Size Differences
Most decisions fail to use marketing analytics
50© Christine Moorman
Figure 9.3. Percentage of Projects Company Using Marketing Analytics
Uses analytics Do not use analytics0%
10%
20%
30%
40%
50%
60%
70%
37%
63%
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
Marketing analytics not formally evaluated in most companies
51© Christine Moorman
Figure 9.4. Does Your Company Formally Evaluate the Quality of Marketing Analytics?
AnalyticsLeadership Organization Jobs Social Media PerformanceSpendingGrowthMarketplace
Evaluate quality Do not evaluate quality0%
10%
20%
30%
40%
50%
60%
70%
80%
33%
67%
The 2012 CMO Survey Award for Marketing Excellence – Overall Winner
52© Christine Moorman
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.
53© Christine Moorman
General Electric (Manufacturing)
Google(Services)
Retail(McDonald’s)
Procter & Gamble (Consumer Packaged Goods)
The 2012 CMO Survey Award for Marketing Excellence – Industry Winners
Participants were asked to nominate a company in response to the question:
Which company in your industry sets the standard for excellence in marketing?
Preview
54
Next survey: The CMO Survey will be administered again in July 2012
To participate: Sign up at http://www.cmosurvey.org/participate/
Media: Will be posted to http://www.cmosurvey.org/category/news/
Feedback: Send your thoughts to [email protected]
© Christine Moorman