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The CMO Survey results

What’s on the mind of marketing leaders?  

Marketing’s role has changed. And it’s likely to keep changing. How are marketing leaders navigating the disruption?

The CMO Survey August 2017: A focus on expanded capabilities

While the role of marketing continues to change and expand, often marketers’ number one priority remains the importance of customer centricity. The influx of data is now allowing for marketers to engage with customers in unprecedented ways. The most recent CMO Survey notes that organizations are investing more in training and development in order to close the talent skills gap when it comes to data utilization.

Key findings:

  • As their mandates continue to grow, many CMOs are taking on new responsibilities and are leveraging leadership skills in their expanded roles by being the voice of the customer, having an enterprise-wide business mindset and understanding, and having the ability to demonstrate the quantitative impact of marketing, among other skills. 
  • Many organizations are investing in innovative analytics, but lack the skills to analyze the data and connect it to the overall business strategy. Marketing analytics spend is 5.5 percent of marketing budgets and is expected to grow to 18.1 percent in three years. 
  • The August 2017 CMO Survey found that companies will hire 6.4 percent more marketers in the next year, representing a 72 percent increase from the February 2017 report of a 3.7 percent change. This current rate is also higher than the 5.2 percent average percentage change reported since February 2012.

The CMO Survey February 2017: Rethink everything

Many marketing organizations were built for activities that look very different from those required in today's fast-paced, digital world. So marketing leaders are changing the game, building key capabilities in-house and rethinking what is outsourced to match new demands and harness new opportunities. Gain insights from the key findings below, interact with the survey data, and view the full results.

Key findings:

  • Marketers are planning huge spending increases: 90 percent increase for social, 127 percent for mobile, and 375 percent for analytics.
  • CMOs know their organizations lack the skillsets to make the most of these investments, citing capability gaps in marketing analytics, customer development and management, omni-channel execution, and digital marketing.
  • Companies are rethinking their marketing organizations, making significant changes in their mix of in-sourcing and outsourcing, investing across the board to build capabilities in-house, and transforming to own the customer experience and capitalize on customer data.

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Read Deloitte insights in the Wall Street Journal's CMO Today

CMOs boost in-house marketing skills

The CMO Survey infographic

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.

In the news: The social media multiplier effect

A recent survey showed that CMOs plan to increase their spending on social. But do they really need to spend more to get more? We found that other social efforts, especially ones encouraging employees to share their stories, can magnify social’s overall business impact. Deloitte Senior Managers Becca Ramble and Aaron Lavin and Fuqua marketing professor Christine Moorman share this “social media multiplier effect” concept with Marketing News.

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The Wall Street Journal CMO Today

CMO insights and analysis from Deloitte, published in The Wall Street Journal

Leading in a New Era of Marketing

Digital has changed the game for most business leaders, but it’s positioned CMOs in particular—with their proximity to the customer and ability to merge technology and creativity—to become one of the C-suite’s most valuable players.

CMO Survey: Top Trends Snapshot

What are marketers saying about their roles, organizations, and investment plans? CMO Survey respondents indicate a broader responsibilities and a need to address capability gaps.

CMO Survey: Why Is Social Falling Short?

Social media spending continues to increase, but may be falling short of expectations. Many marketers are challenged with proving ROI and integrating social media across the organization.

CMO Survey: Marketing Budgets by Industry

The CMO Survey reveals trends about how marketing budgets are changing, which industries spend the most on marketing, and factors that influence budgets.

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