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The August 2016 CMO Survey Results

As marketing’s role expands, so does the need to address capability gaps

The CMO Survey’s latest results are now in! Whether you want to know how your company stacks up to others in terms of primary marketing responsibilities, capability gaps, or marketing spending, The CMO Survey can provide timely insight to help marketers benchmark their organizations and track trends over time.

Key findings from the latest survey:

  • 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.

Deloitte began supporting The CMO Survey in early 2016. The survey, conducted biannually for the past nine years by Duke University’s Fuqua School of Business marketing professor Christine Moorman, explores the opinions of top marketers in an effort to predict the future of markets and track marketing excellence. Deloitte joins the American Marketing Association (AMA) and Fuqua as a survey supporter.

Explore the August 2016 results and stay current on relevant topics including marketing spending, social media, jobs, organization, leadership, and analytics.

The CMO Survey infographic

As used in this document, “Deloitte” means Deloitte LLP and its subsidiaries. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting.

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