Analysis

The CMO Survey: The latest results and insights

What’s on the mind of marketing leaders?

Keep up with the latest trends in the business of marketing through our CMO survey, published every six months and now in its tenth year.

The CMO Survey February 2018: A positive outlook, poised for growth

As marketing leaders embrace new marketing tactics and technologies, strong campaign results have led to a positive outlook and growing reliance on analytics for decision making and increased investment in marketing knowledge and talent. The latest CMO survey shows marketing leaders are increasingly confident in the new landscape and positioning for continued growth in their role.

Key findings

Marketer outlook remains positive: 51.2 percent are more optimistic about the overall US economy than last quarter and marketing budgets are expected to grow in the next 12 monthsReliance on marketing analytics to make decisions has increased 30 percent.

Marketing companies are building expertise by investing in training or hiring new talent rather than working with outside agencies. Social media is increasingly being handled in-house and spending is up 243 percent since 2009

In the next 12 months, customer priorities are expected to shift from “superior product quality” to “excellent service” across industries; the importance of brand building and CRM are expected to grow as well. Less than 20 percent of marketing leaders agreed that it is appropriate for their brand to take a stance on politically-charged issues. Marketing leaders are experiencing higher levels of responsibility but are still not responsible for innovation or new product development.

Leadership perspectives

Look deeper into the February 2018 CMO Survey results with insights from our leaders.

Changes and trends in marketing priorities by Jen Veenstra, managing director, CMO Program

The myth of originality by Mike Barrett, president of Heat

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About The CMO Survey

Deloitte supports the CMO Survey—conducted biannually since 2008 by Duke University’s Fuqua School of Business marketing professor Christine Moorman—as a measure of how marketing leaders are navigating this brave new world. The survey reports on their priorities and plans enabling marketers to compare staffing, budgeting, and investment areas, and identify potential trends.

CMO Survey insights series

Look deeper into the February 2018 CMO Survey results with insights from our leaders. 

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