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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 expanding role of marketing

Being a CMO today can be both a curse and a blessing. On the one hand, marketing’s seems to have never been broader or more valued by the business. On the other, many CMOs are finding themselves in uncharted territory more often.

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.

Deloitte is proud to join the American Marketing Association (AMA) and Duke University’s Fuqua School of Business as a survey supporter. Bookmark this page for the latest CMO Survey research and key findings. Results of the January/February survey will be out by March 2017.

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 August 2016 CMO Survey Results

As marketing’s role expands, so can the need to address capability gaps. View the full results here or scroll for highlights.

Key findings:

  • Marketing’s role within the organization has broadened within the past five years, according to 80.9 percent of respondents.
  • The three most important marketing capabilities today are: 1) brand development and management, 2) customer focus, and 3) digital marketing, according to marketers.
  • Companies plan to increase marketing spending most in digital marketing (9.9 percent) and customer relationship management (7.4 percent) in the next year.

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The CMO Survey infographic

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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