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Highlights and Insights
                    August 2011




www.cmosurvey.org                  © Christine Moorman
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 over time so trends can be discerned. Special topics are
               introduced for each survey
             - The most recent survey was the seventh time the survey was conducted.

         Sponsoring Organizations


         Founder and Director
             - Professor Christine Moorman,
               T. Austin Finch, Sr. Professor of Business Administration
© Christine Moorman                                                                                  2
Survey Methodology
         • Survey Sample
             - 3662 Top Marketers at Fortune 1000, Forbes Top 200, CMO Club companies, and Top
               Marketers who are AMA Members or Duke University Alumni and Friends
             - 249 responded for a 6.8% response rate

         • Survey Administration
             - Email contact with four follow-up reminders
             - Survey in field from August 1-23, 2011
             - 82.8%% 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




© Christine Moorman                                                                              3
Overview of Results

     Topic 1: Marketplace Dynamics: Customers, Competitors, Channel Partners   5-10

     Topic 2: Firm Growth Strategies                                           11-17

     Topic 3: Marketing Spending                                               18-23

     Topic 4: Financial and Marketing Performance                              24-27

     Topic 5: Marketing and Social Media                                       28-33

     Topic 6: Marketing Jobs                                                   34-37

     Topic 7: Marketing Organization                                           38-41

     Topic 8: Marketing Leadership & CMO Insights Reports                      42-46

     Preview and Review                                                         47

© Christine Moorman                                                                    4
Topic 1:
Marketplace Dynamics




                       55
Marketer optimism for overall U.S. economy
reaches lowest point in two years
  Marketplace             Growth              Spending              Performance   Social Media                                       Jobs                  Organization                Leadership


    Figure 1.1. How optimistic are you about the overall U.S.                                                    Figure 1.2. Are you more or less optimistic about the
    economy on a 0-100 scale with 0 being the least                                                              overall U.S. economy compared to last quarter?
    optimistic and 100 the most optimistic?
                        Marketer Optimism about Overall Economy                                                               More Optimistic            No Change               Less Optimistic
                                                                                                                  80
     100
                                                                                                                                                                          68.8
                                                                                                                  70                              62.1
      90                                                                                                                              59.0




                                                                                     Percentage of Respondents
                                                                                                                  60
      80
                                                                                                                  50                                                                     57.4
      70                                                                                                                 50.7                                 38.9
                                                          63.30                                                   40
                           56.45    57.78                                                                              32.0                       28.9                                   27.7
      60                                        55.60                                                                                 26.0                                25.5
                                                                     52.20                                        30                                       35.2
                47.69                                                                                                    17.3
      50                                                                                                          20                                          26.0                       14.9

      40                                                                                                          10                  15.0
                                                                                                                                                                                 5.7
           February       August   February     August   February   August                                                                        9.0
                                                                                                                   0
             2009          2009      2010        2010      2011      2011
                                                                                                                       February      August     February    August    February          August
                                                                                                                         2009         2009        2010       2010       2011             2011




© Christine Moorman                                                                                                                                                                                6
Marketer optimism for own firms weakens
  less than for overall economy
  Marketplace            Growth          Spending              Performance      Social Media                                      Jobs                     Organization              Leadership



   Figure 1.3. How optimistic are you on a 0-100 scale with 0                     Figure 1.4. Are you more or less optimistic about your own
   being the least optimistic and 100 the most optimistic?                        company’s revenue prospects compared to last quarter?


                    Overall Economy              Own Company Revenue Growth                                            Less optimistic             No change                More optimistic

        100                                                                                                      80
                                                                                                                                                  68.9                      67.5
                                                                                                                 70                                           63.9
         90




                                                                                     Percentage of Respondents
                                                                                                                 60                                                                     51.4
         80                                                                                                            59.0             47.2
                                                             73.20                                               50
                                       66.44       66.70               67.80
         70                                                                                                      40
                                                                                                                                                                                       25.7
                             59.64                                                                                      25.1                                               22.8
                                                                                                                 30
         60      52.92                                                                                                           29.5             19.1        18.7
                                                             63.30
                                                                                                                 20
                             56.45     57.78                                                                                             23.2                                          22.9
         50                                        55.60                                                                                                     17.5
                                                                       52.20                                     10    15.8
                                                                                                                                                   11.9
                 47.69                                                                                                                                                      9.7
         40                                                                                                       0
                February    August    February     August   February   August                                         February      August      February     August       February    August
                  2009       2009       2010        2010      2011      2011                                            2009         2009         2010        2010          2011       2011




© Christine Moorman                                                                                                                                                                            7
Customer prices expected to increase; all
   other customer metrics expected to drop in
   the next 12 months
  Marketplace                            Growth       Spending        Performance       Social Media             Jobs   Organization               Leadership


      Figure 1.5. Customer Metrics – Customer Outcomes Expected in the Next 12 Months
                                   80
                                                                                         74

                                   70                      66
                                                                          62
                                                                                         59
                                   60                                                                      56
                                                           54                            53
                                                                          52
       Percentage of Respondents




                                             48                                                                         Increased customer purchase volume
                                   50                      47                                                   52
                                                                          50             49
                                        44                                                                 41
                                                           45                                                           Increased customer price per unit
                                   40                                     43
                                        39
                                                                                                           39
                                                                                         31
                                   30        35                                                                         Customer will buy more related products
                                                           26             25                               33           and services from my firm

                                   20        17
                                                                                                                        My firm's ability to retain current
                                                                                                                        customers has increased

                                   10
                                                                                                                        Increased entry of new customers into
                                                                                                                        the market
                                    0
                                        August 2009   February 2010   August 2010   February 2011      August 2011



© Christine Moorman                                                                                                                                           8
Customers to continue quality focus; more
  focus on price and less on innovation
  Marketplace             Growth       Spending           Performance           Social Media             Jobs              Organization        Excellence


       Table 1.1. Customer Priorities in Next 12 Months                                        Shifting Customer Priorities

                                   Feb-11         Aug-11         % Change                      •   More customer focus on price (+9.7%)

            Low Price                                                                          •   Less customer focus on innovation (-6.8%)
                                   48.3%          53.0%             +9.7%

                Quality            62.4%          65.1%             +4.3%

            Innovation             34.0%          31.7%                 -6.8%

                Service            71.2%          69.9%                 -1.8%

                 Trust             60.7%          59.0%                 -2.8%

                Brand              25.5%          25.7%             +0.8%




© Christine Moorman                                                                                                                                     9
Channel partner metrics to falter
  in next 12 months
  Marketplace         Growth         Spending            Performance                     Social Media            Jobs              Organization   Excellence


          Figure 1.6. Channel Revenue Metrics
                                                 Increased partner purchase volume
                                                 Increased partner purchase of related products and services from my firm
                                                 Increased partner price per unit
                                60
                                                                                                                            54
                                                                                    52

                                50                                                                       47
                                                                                                                                          42
                                                                                    40
                                40                         36                                                               36
                                                                                                         33
                                                                                                                                          30
                Percentage of
                                30      25
                Respondents                                24                                                               24

                                        19                                          19                   18
                                20
                                                           14
                                        10
                                10


                                 0
                                      February           August               February                  August          February        August
                                        2009              2009                  2010                     2010             2011           2011




© Christine Moorman                                                                                                                                       10
Topic 2:
Firm Growth Strategies




                         11
                          11
Growth strategies shift to market development
  and product/service development
  Marketplace         Growth           Spending               Performance     Social Media            Jobs                Organization            Leadership



      Types of Growth Strategies                                            Table 2.1. Growth Spending in Next 12 Months*
                                Existing             New
                               Products/           Products/                          Strategy                    Feb-11                 Aug-11
                               Services            Services
                                                                                       Market
                             Market           Product/Service                        Penetration                    49%                   46%
          Existing                                                                    Strategy
                           Penetration         Development
          Markets
                            Strategy             Strategy
                                                                                       Market
                                                                                    Development                     17%                   20%
                                                                                      Strategy
                             Market                                                Product/Service
           New                                    Diversification
          Markets         Development                                               Development                     22%                   25%
                                                     Strategy
                            Strategy                                                  Strategy
                                                                                    Diversification
                                                                                       Strategy                     12%                   10%


                                                                             * % of spending across growth strategies




© Christine Moorman                                                                                                                                       12
Growth strategies vary by sector
  Marketplace         Growth         Spending          Performance        Social Media   Jobs   Organization   Excellence



           Table 2.2. Sector Growth Spending in Next 12 Months*

                                      B2B          B2B        B2C        B2C
                   Strategy
                                    Products     Services   Products   Services

                    Market
                  Penetration        44.3%        44.0%      45.3%      51.4%
                   Strategy
                    Market
                 Development         20.6%        20.9%      16.9%      18.5%
                   Strategy
                Product/Service
                 Development         25.9%        24.3%      24.8%      22.7%
                   Strategy
                Diversification
                   Strategy           9.1%        10.8%      13.0%      7.4%


           * % of spending across growth strategies




© Christine Moorman                                                                                                    13
Organic growth remains dominant growth
  strategy; partnerships rebound
  Marketplace         Growth            Spending           Performance   Social Media                 Jobs         Organization             Leadership


      Table 2.3. How Firms Will Grow in the Next 12 Months*                  Table 2.4. Sector Use of Organic Growth and Acquisitions*
            Strategy                                                                                         Organic              Growth via
                               Feb-10     Aug-10   Feb-11      Aug-11                                        Growth               Acquisition
        Growth from firm                                                                B2B Product          68.3%                  10.4%
            internally         69.5%       69.5%   72.0%        70.2%
        (organic growth)                                                                B2B-Service          67.1%                  15.3%

            Growth                                                                      B2C-Product          78.9%                   4.8%
             from              10.4%       10.8%   10.6%        11.4%
          acquisitions                                                                  B2C-Service          70.7%                  10.6%
            Growth
              from             14.7%       13.9%   11.8%        13.5%
          partnerships
              Growth
               from            5.4%        5.8%    5.6%         5.1%
            licensing
       * Percentage of spending across growth strategies




© Christine Moorman                                                                                                                                 14
International sales to increase in
     next 12 months
  Marketplace          Growth      Spending        Performance     Social Media            Jobs       Organization   Leadership



       Figure 2.1.       Percentage of Company Sales Expected to be International in Next 12 Months

            40.0%


            35.0%


            30.0%


            25.0%
                                                                                  24.7%
            20.0%

                                        18.7%
            15.0%


            10.0%


                5.0%


                0.0%
                                        August                                    August
                                         2010                                      2011




© Christine Moorman                                                                                                          15
How sales revenue in international
     markets is changing
  Marketplace         Growth    Spending      Performance            Social Media             Jobs              Organization   Leadership


        Table 2.5. International Markets in Sales Revenue in the Next 12 Months

                                                          % Change
                               Feb-11      Aug-11                                   Markets in which sales are increasing:
                                                       Feb-11 to Aug-11
            Western Europe     33.2%       36.3%            +9.3%
                                                                                          • Western Europe
                                                                                          • China
                 Canada        28.6%       25.1%            -12.2%                        • Eastern Europe
                                                                                          • India
                  China        16.4%       19.6%            +19.5%

                  Mexico       8.2%         6.1%            -25.6%                  Markets in which sales are decreasing:
                                                                                          • Canada
                  Japan        8.2%         5.6%            -31.7%
                                                                                          • Mexico
                  Brazil       7.1%         7.3%            +2.8%                         • Middle East

                Middle East    6.1%         2.2%            -63.9%                  Small changes difficult to interpret
            Eastern Europe     5.7%         6.7%            +17.5%                         • Korea
                                                                                           • Russia
                   India       4.3%         6.1%            +41.9%                         • Brazil
                  Korea        2.1%         1.7%            -19.1%

                  Russia       0.7%         0.6%            -14.3%



© Christine Moorman                                                                                                                    16
More firms go to market directly;
     Internet sales as a % of total sales increase
  Marketplace         Growth       Spending       Performance   Social Media       Jobs           Organization        Leadership



       Figure 2.2. Percentage of Firms Disintermediating          Figure 2.3. Percentage of Firm Sales through Internet

                                                                   16.0%
       55.0%
       50.0%                                                       14.0%

       45.0%                                                       12.0%
                                                                                                                  11.2%
       40.0%                                                       10.0%
       35.0%                                                        8.0%
                                                                                   8.4%
       30.0%                                  32.9%                 6.0%
       25.0%                                                        4.0%
       20.0%                                                        2.0%
                         21.6%
       15.0%
                                                                    0.0%
                        February              August
                                                                                 February                    August
                          2011                 2011
                                                                                   2011                       2011




© Christine Moorman                                                                                                           17
Topic 3:
Marketing Spending




                     18
                      18
Growth in marketing budgets remains high;
   B2C-Product companies +20% in next year
  Marketplace           Growth            Spending          Performance   Social Media           Jobs           Organization     Leadership


   Figure 3.1. % Change in Marketing Budgets in Next 12 Months                      Table 3.1. % Change in Marketing Budgets by
                                                                                    Firm Sales in Internet
                           Change in Marketing Spending
     25.0%
                                                                                                                        Aug-11

     20.0%
                                                                                          0% Internet Sales              6.5%

     15.0%
                                                                                         1-10% Internet Sales            8.6%
                                             9.2%            9.1%
     10.0%
                                                     6.7%                                >10% Internet Sales             21.8%
                                   5.9%

      5.0%
                 0.5%     1.1%

      0.0%
                February August February August February August
                  2009    2009    2010    2010    2011    2011




© Christine Moorman                                                                                                                      19
Marketing spending shifts categories

  Marketplace          Growth     Spending            Performance       Social Media          Jobs             Organization       Leadership


       Table 3.2. % Change in Marketing Spending in Next 12 Months                     Notable shifts

                                Feb-10       Aug-10    Feb-11       Aug-11             • Rate of spending on traditional advertising
                                                                                         continues to decrease
                 Traditional
                 advertising    -2.5%        -0.6%       2.4%       1.3%
                  spending
                                                                                       • Rate of spending on new products and new
                                                                                         services increases
                  Internet
                 marketing      12.2%        13.6%      12.1%       11.2%
                 spending
                                                                                       • Rate of spending on marketing assets (brand
                                                                                         and customer relationships) decreases
                     New
                   product      9.1%         9.1%        8.2%       10.4%
                introductions
                     New
                    service     3.9%         7.2%        5.1%       6.6%
                introductions
                 Customer
                relationship    9.9%         8.3%        9.1%       6.5%
                management
                   Brand
                  Building      6.9%         8.3%        9.1%       5.7%


© Christine Moorman                                                                                                                       20
Investments in building marketing
  knowledge expected to drop off
  Marketplace         Growth           Spending     Performance           Social Media      Jobs     Organization     Leadership



  Table 3.3. Changes in Firm Spending on Marketing Knowledge in Next 12 Months


                                                  Feb-09          Aug-09           Feb-10   Aug-10   Feb-11         Aug-11

                 Marketing research
                  and intelligence                1.8%             3.2%             7.3%      5.6%   8.0%           6.2%

                Marketing consulting
                     services                     -4.5%            1.3%             2.9%      4.6%   4.7%           3.5%

    Developing knowledge about how to do
                 marketing                        3.4%             3.0%             6.4%      6.6%   8.8%           6.4%

                 Integrating what we
                know about marketing              5.1%             4.1%             7.4%      8.9%   8.1%           6.0%

                 Marketing training               1.2%             0.7%             4.3%      3.6%   5.6%           3.1%




© Christine Moorman                                                                                                           21
Marketing spending increases to account
   for 10% of overall firm budgets
  Marketplace         Growth     Spending          Performance          Social Media            Jobs             Organization   Leadership


        Figure 3.2. How Marketing Budgets Are Changing Over Time

                               16%


                               14%


                               12%
            Marketing Budget
                                                                                                  10.0%
             as a Percent of
                               10%
             Overall Budget                            8.1%

                               8%


                               6%


                               4%


                               2%
                                            February             2011                  August             2011




© Christine Moorman                                                                                                                     22
Size of marketing budget varies by
   company sector, sales, and internet sales
  Marketplace         Growth   Spending            Performance         Social Media              Jobs             Organization             Leadership

       Table 3.4. Marketing Percentage of Firm Budget by Economic Sector
                                   B2B              B2B               B2C               B2C
                                  Product         Services          Product           Services
                August 2011        7.0%            11.1%             11.6%             12.1%



       Table 3.5. Marketing Percentage of Firm Budget by Company Sales Revenue
                                   <$25             $26-99          $100-499          $500-999          $1-9.9                   >$10
                                   Million           Million         Million           Million          Billion                  Billion
                August 2011       11.3%              14.6%             10%             7.8%             3.1%                     6.6%




       Table 3.6. Marketing Percentage of Firm Budget by Company Internet Sales
                                     0%             1-10%            >10%
                               Internet Sales   Internet Sales   Internet Sales
                August 2011        8.7%             7.9%            16.8%




© Christine Moorman                                                                                                                                23
Topic 4:
Financial and Marketing
Performance




                          24
                           24
Firm performance metrics hold; ROI
  (not revenues) may be reason
  Marketplace         Growth        Spending           Performance         Social Media                Jobs     Organization   Leadership




                                   Figure 4.1. Firm Performance in Prior 12 Months

                                                  Firm sales         Firm profits           Marketing ROI
                                 4.5%
                                                                                    4.0%
                                 4.0%                                                                         3.8%

                                 3.5%
                                                                                                                  3.4%
                                 3.0%                                                      3.4%
                                                                                                                  3.0%
                Firm Performance 2.5%           2.2%
                                                                                     2.7%
                                               2.2%
                   on Metrics    2.0%

                                 1.5%                   1.8%

                                 1.0%

                                 0.5%

                                 0.0%
                                                 August                             February                  August
                                                  2010                               2010                      2011




© Christine Moorman                                                                                                                   25
Firm performance goals stay optimistic
  Marketplace         Growth         Spending    Performance   Social Media   Jobs           Organization         Leadership



   Table 4.1. Actual Performance Percentage Change and Goals
                                                 Actual firm    Actual firm    Actual firm
                                                                                                   Goal in the
                                                performance    performance    performance
                                                                                                 next 12 months
                                                 Aug-2009       Aug-2010        Aug-2011
    Firm sales*                                    -0.6%            2.2%             3.8%              4.9%

    Market share                                   2.2%             2.0%             4.0%              6.8%

    Marketing return on investment                 1.9%             2.2%             3.0%              5.3%

    Firm profits                                   0.5%             1.8%             3.4%              6.0%

    Customer acquisition                           2.6%             2.6%             3.2%              6.1%

    Customer retention                             1.4%             1.6%             1.7%              4.2%

    Brand value                                    3.2%             2.9%             3.5%              5.8%

   * Question not asked in February 2009




© Christine Moorman                                                                                                       26
B2B-Product companies top most
  performance metrics
  Marketplace           Growth         Spending     Performance   Social Media    Jobs           Organization          Leadership


            Table 4.2. Sector Performance Metrics for Prior 12 Months

                                                  B2B-Product      B2B-Services    B2C-Product          B2C-Services

                Firm sales                           4.1%               4.0%             4.0%                   2.9%

                Market share                         2.6%               2.3%             2.4%                   2.3%

                Marketing return on investment       3.4%               2.3%             2.8%                   3.9%

                Firm profits                         4.4%               3.4%             3.5%                   1.9%

                Customer acquisition                 3.9%               2.8%             3.3%                   2.4%

                Customer retention                   0.9%               2.6%             2.6%                   0.4%

                Brand value                          3.4%               3.7%             2.8%                   4.4%




© Christine Moorman                                                                                                           27
Topic 5:
Marketing and Social Media




                             28
                              28
                              28
Social media spending growth continues to
  soar: 17.5% increase expected in five years
  Marketplace          Growth     Spending           Performance       Social Media      Jobs               Organization   Leadership



                    Figure 5.1. Social Media Spending as a Percentage of Marketing Budgets Over Time
                        25%




                        20%
                                                                                                    17.5%



                        15%
     Percentage of
     Total Marketing
                                                                         10.1%
       Budget (%)       10%
                                         7.1%


                         5%




                         0%
                                    Current Levels                 Over Next 12 Months          In Next 5 Years




© Christine Moorman                                                                                                                29
Sector differences in social media spending;
   B2C-product companies rebound to highest levels
  Marketplace         Growth    Spending           Performance      Social Media   Jobs   Organization   Leadership


       Table 5.1. Sector Differences in % Change in Social Media Spending
                                                                 August 2011
                                  B2B - Product                     4.2%
                                  B2B - Services                    8.6%
            Current Social                                         10.5%
                                  B2C - Product
           Media Spending
                                  B2C - Services                    5.9%
                                      Overall                       7.1%
                                  B2B - Product                     7.0%
                                  B2B - Services                   11.5%
            Social Media
         Spending in the next     B2C - Product                    13.6%
             12 months            B2C - Services                    9.4%
                                      Overall                      10.1%
                                  B2B - Product                    13.4%
                                  B2B - Services                   18.3%
            Social Media
         Spending in the next     B2C - Product                    24.0%
              5 years             B2C - Services                   17.3%
                                      Overall                      17.5%



© Christine Moorman                                                                                              30
Social media not well integrated with
     firm strategy
  Marketplace         Growth     Spending           Performance                                  Social Media                  Jobs                     Organization              Leadership



    Research question:                                                        Figure 5.2. How Effectively Social Media is Integrated with Strategy

    How effectively is social media integrated with your                                                             Overall Strategy         Marketing Strategy
    firm’s strategy and marketing strategy? 7-point                                            25.0%
                                                                                                       22.3%
    scale (1=not integrated and 7=very integrated)
                                                                                                                                                              19.2%




                                                                  Percent of Respondents (%)
                                                                                               20.0%
                                                                                                                     18.3%
    Overall results:                                                                                         16.9%                            17.1%      16.6%
                                                                                                                           12.8%                      14.0%
                                                                                               15.0%
    • Integration with Firm Strategy (Mean = 3.4;                                                                              12.0%                                      12.8%        12.8%
      Standard Deviation = 1.9)                                                                                                           11.6%
                                                                                               10.0%                                                                               9.1%

    • Integration with Firm Marketing Strategy (Mean =
                                                                                                                                                                       4.6%
      4.0; Standard Deviation = 2.0)                                                           5.0%


                                                                                               0.0%
                                                                                                            1          2              3           4           5               6         7
                                                                                                        Not at all                                                                    Very
                                                                                                       Integrated                                                                  Integrated




© Christine Moorman                                                                                                                                                                       31
Social media groups are generally small,
  internal, and from the marketing function
  Marketplace         Growth   Spending     Performance    Social Media     Jobs             Organization   Leadership



            • Internal social media groups average - 2 people


            • Percentage of social media employees within marketing - 59.1% from marketing


            • Number of people from other companies working on social media average - 1.9 people




© Christine Moorman                                                                                                 32
Social media metrics used by firms
  Marketplace         Growth        Spending     Performance   Social Media   Jobs             Organization       Leadership

    Table 5.2. Social Media Metrics Used by Firms                             Notable shifts
                    Metrics                 August 2010        August 2011
      Hits/visits/page views                                                  Metrics shift toward web-based customer
                                                  47.6%           52.2%
                                                                              behaviors:
      Repeat visits                               34.7%           34.9%              • Page visits, followers, buzz, text
      Number of followers or friends               24%            34.1%                analysis, online ratings, and
                                                                                       abandoned shopping carts
      Conversion rates (from visitor to buyer)    25.4%           29.3%
      Buzz indicators (web mentions)              15.7%           20.5%       Financial metrics decline:
      Customer acquisition costs                                                     • Sales levels, revenue per
                                                  11.8%           14.1%
                                                                                       customer, profits per customer
      Sales levels                                17.9%           13.3%
      Other text analysis ratings                  6.6%           12.0%       No significant change:
                                                                                     • Repeat visits
      Online product/service ratings               8.2%           10.4%              • Net promoter score
      Revenue per customer                        17.2%            9.6%              • Customer retention costs
      Net promoter score                           7.5%            6.8%
      Customer retention costs                     7.7%            6.4%
      Abandoned shopping carts                     3.8%            4.8%
      Profits per customer                         9.4%            4.8%

© Christine Moorman                                                                                                         33
Topic 6: Marketing Jobs




                          34
                           34
Marketing employment prospects
  continue to rise
  Marketplace                                                                Growth         Spending    Performance         Social Media             Jobs   Organization    Leadership


                                                                             Figure 6.1. Percentage Change in Marketing Hires Planned Over Next 12 months
                                                                     25.0%
          Percentage Increase in Marketing Hires in Next 12 Months




                                                                     20.0%




                                                                     15.0%
                                                                                         12.9%


                                                                     10.0%
                                                                                                                                                                 7.2%
                                                                                                                                              6.2%

                                                                     5.0%                                       4.0%




                                                                     0.0%
                                                                                      February 2010           August 2010                  February 2011      August 2011



© Christine Moorman                                                                                                                                                                 35
Opportunity for marketing jobs varies by
   economic sector, sales, and internet sales
  Marketplace         Growth    Spending              Performance          Social Media               Jobs          Organization        Excellence


          Table 6.1. Percentage Increase in Marketing Hires by Economic Sector
                                       B2B                 B2B              B2C                  B2C           Largest percentage change in
                                     Product             Services          Product             Services        marketing hires
                 August 2010          4.8%                3.8%              4.2%                1.5%
                February 2011         8.6%                4.9%              6.7%                3.4%
                                      11.6%               5.6%              0.2%                8.3%
                                                                                                               •   B2B Product companies
                 August 2011

                                                                                                               •   Smallest companies
          Table 6.2. Percentage Increase in Marketing Hires by Company Sales Revenue
                                                                                                               •   Companies weak on
                                   <$25        $26-99      $100-499 $500-999         $1-9.9                        internet marketing
                                                                                                >$10 Billion
                                  Million      Million      Million  Million         Billion
                 August 2010       5.4%         2.4%         2.2%     0.8%            2.9%         4.3%
                February 2011      4.8%         9.3%         5.9%     4.5%            3.2%         3.1%
                 August 2011      14.8%         3.1%         4.6%     4.4%            1.4%         0.3%


          Table 6.3. Percentage Increase in Marketing Hires by Company Internet Sales
                                           0%                      1-10%                      >10%
                                     Internet Sales            Internet Sales             Internet Sales
                 August 2010              3.0%                      2.9%                       8.2%
                February 2011             5.2%                      7.0%                       5.9%
                 August 2011             10.4%                      3.1%                       4.9%


© Christine Moorman                                                                                                                             36
Outsourcing of marketing expected to
   double in next year
  Marketplace         Growth         Spending     Performance   Social Media     Jobs            Organization   Excellence


         Figure 6.2. Percentage of Company Outsourcing of Marketing Expected in Next 12 Months

         25%



         20%



         15%


                                                                                        9.3%
         10%


                                                4.3%                 4.5%
          5%

                           0.0%
          0%
                          February              August             February             August
                            2010                 2010                2011                2011




© Christine Moorman                                                                                                     37
Topic 7:
Marketing Organization




                         38
                          38
Where marketing is located in firms
  Marketplace         Growth         Spending           Performance              Social Media              Jobs     Organization   Leadership



                      Figure 7.1. Location of Marketing in Firm – Check all that apply
                               90%
                                                84.3%
                               80%

                               70%

                               60%

                               50%
                Percentage
                of Firms (%) 40%
                                                                      26.5%
                               30%
                                                                                                      16.9%
                               20%
                                                                                                                     10.8%
                               10%

                               0%
                                            Corporate                 Business                   Brand/Product    Field Offices
                                                                                 Organization Level




© Christine Moorman                                                                                                                       39
Marketing and sales share customers in
   most companies
  Marketplace         Growth           Spending          Performance          Social Media             Jobs                Organization          Leadership


           Figure 7.2. The Marketing-Sales Relationship
                                                        August 2009       August 2010        August 2011
                               80.0%
                                              74.0%
                                                      71.1% 69.7%
                               70.0%


                               60.0%


                               50.0%

          Percentage of
                         40.0%
         Respondents (%)

                               30.0%


                               20.0%
                                                                                  13.1%
                                                                                                    10.9%
                                                                                             8.2%                        8.3%     8.8%    7.3%
                               10.0%


                               0.0%
                                         Sales and marketing work on an    Marketing is within the sales function Sales is within the marketing function
                                                   equal basis



© Christine Moorman                                                                                                                                        40
External focus improves during downturn

  Marketplace             Growth             Spending                Performance               Social Media                 Jobs                   Organization        Leadership


    Figure 7.3. Firm Outside-In Activities:

    Information about customers and competitors … *                                                                           February 2011        August 2011
                5.4
                                    5.3

                5.2
                                                                                                                                   5.1
                                                                                                            5                                              5
                 5
                             4.9                            4.9

     Mean                                                                          4.8                                      4.8                     4.8
            4.8
     Value*                                                                                         4.7
                                                     4.6                     4.6
                4.6


                4.4


                4.2
                       Is collected on a regular Is shared vertically      Is shared horizontally Shapes the design of     Influences the     Impacts the evaluation
                                  basis         across different levels of     across different      firm strategies   implementation of firm   of firm strategies
                                                 the firm and business functions and business                                strategies
                                                          units                     units



                      *7-point scale where 1 is “not at all” and 7 is “very frequently”

© Christine Moorman                                                                                                                                                           41
Topic 8:
Marketing Leadership




                       42
                        42
Marketing leaders retained through
  economic crisis
  Marketplace             Growth               Spending                  Performance                Social Media         Jobs            Organization      Leadership


           Figure 8.1. Marketing Leader Retention
                                                                                                                    Top marketers continue to beat oft-cited 231 and
                                   August 2009         August 2010      August 2011
                                                                                                                     281 month survival averages.
            10
                                                                                       9.0        8.8
             9                                                                                                      Given length of time in firms (~9 years),
                                                                            8.0
             8                                                                                                       marketing leaders appear to be appointed from
                                                                                                                     within.
             7

             6
   Years




             5                       4.6
                          4.3                    4.3
             4

             3

             2

             1

             0
                 Top marketer time in current role in the firm       Top marketer time in any role in the firm


   1. http://content.spencerstuart.com/sswebsite/pdf/lib/CMO_brochureU1.pdf
   2. http://www.btobonline.com/apps/pbcs.dll/article?AID=/20090130/FREE/901309991/1078

© Christine Moorman                                                                                                                                                43
Marketer influence in firms holds during
  economic recovery
  Marketplace         Growth         Spending     Performance      Social Media       Jobs   Organization   Leadership


                 Figure 8.2. Number of Direct Reports to Top Marketer

                8.0


                7.5                                                         7.3
                                                 7.2

                7.0


                6.5

 Number of
           6.0
  Reports

                5.5


                5.0
                               4.6

                4.5


                4.0
                           August 2009          August 2010             August 2011




© Christine Moorman                                                                                                 44
What marketing leads
Marketplace      Growth         Spending            Performance     Social Media       Jobs              Organization        Leadership

                                                                                   •   Stronger leadership on social media, brand,
  Table 8.1 What Marketing                                                             and marketing research
  Does in Companies                          Percentage of Companies
                                            Using Marketing for Activity
                                                                                   •   Less leadership on other strategic activities
              Activity                     Aug-10              Aug-11
                                                                                         • Competitive intelligence
              Positioning                   78.6%                 78.0%
                                                                                         • Market entry
              Promotion                     77.1%                 79.3%
                                                                                         • New products
                Brand                       76.8%                 81.1%                  • CRM
         Marketing research                 72.3%                 78.0%                  • Sales
             Social media                   69.6%                 75.6%                  • Innovation
       Competitive intelligence             62.7%                 56.1%                  • Targeting
           Public relations                 58.1%                 58.5%
          Lead generation                   57.8%                 58.5%            •   Maintaining leadership on other traditional
       Market entry strategies              57.2%                 51.2%                marketing areas:
            New products                    51.2%                 49.4%                  • Positioning
  Customer relationship management          44.3%                 39.0%                  • Promotion
      Targeting/Market selection            41.0%                 34.1%                  • Public relations
                 Sales                      37.0%                 33.5%                  • Lead generation
                Pricing                     35.8%                 34.8%                  • Pricing
              Innovation                    33.4%                 29.9%                  • Customer service
          Customer service                  25.0%                 23.8%
      Stock market performance               1.2%                  0.0%            •   No leadership on managing stock market
                                                                                       performance

                                                                                                                                       45
Candid conversations with top marketing leaders about best
                               practice and tools for success
  Marketplace         Growth    Spending   Performance       Social Media   Jobs            Organization     Leadership


    Completed CMO Insights – see http://www.cmosurvey.org/cmo-insights/




                     Marc Pritchard                 Stephen Quinn                       Geert van Kuyck
                CMO, Procter & Gamble                CMO, Walmart                  CMO, Royal Philips Electronics
                 Listen – August, 2009            Read – February, 2010               Watch – August, 2010



    Planned CMO Insights:
            • Kim Feil, CMO Walgreens (Fall, 2011)
            • Beth Comstock, CMO General Electric (Spring, 2012)
© Christine Moorman                                                                                                  46
Preview and Review
         Next survey
             - The CMO Survey will be administered again in February 2012.
             - A special topic section examining “Marketing Analytics” will be included.


         To get involved
             - If you are not a current participant, sign up at http://www.cmosurvey.org/participate/


         Media
             - Media follow ups related to this data will be posted to
               http://www.cmosurvey.org/category/news/


         Feedback
             - Send your thoughts to moorman@duke.edu




© Christine Moorman                                                                                     47

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The cmo survey_highlights_and_insights-aug-2011_final

  • 1. Highlights and Insights August 2011 www.cmosurvey.org © Christine Moorman
  • 2. 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 over time so trends can be discerned. Special topics are introduced for each survey - The most recent survey was the seventh time the survey was conducted. Sponsoring Organizations Founder and Director - Professor Christine Moorman, T. Austin Finch, Sr. Professor of Business Administration © Christine Moorman 2
  • 3. Survey Methodology • Survey Sample - 3662 Top Marketers at Fortune 1000, Forbes Top 200, CMO Club companies, and Top Marketers who are AMA Members or Duke University Alumni and Friends - 249 responded for a 6.8% response rate • Survey Administration - Email contact with four follow-up reminders - Survey in field from August 1-23, 2011 - 82.8%% 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 © Christine Moorman 3
  • 4. Overview of Results Topic 1: Marketplace Dynamics: Customers, Competitors, Channel Partners 5-10 Topic 2: Firm Growth Strategies 11-17 Topic 3: Marketing Spending 18-23 Topic 4: Financial and Marketing Performance 24-27 Topic 5: Marketing and Social Media 28-33 Topic 6: Marketing Jobs 34-37 Topic 7: Marketing Organization 38-41 Topic 8: Marketing Leadership & CMO Insights Reports 42-46 Preview and Review 47 © Christine Moorman 4
  • 6. Marketer optimism for overall U.S. economy reaches lowest point in two years Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Figure 1.1. How optimistic are you about the overall U.S. Figure 1.2. Are you more or less optimistic about the economy on a 0-100 scale with 0 being the least overall U.S. economy compared to last quarter? optimistic and 100 the most optimistic? Marketer Optimism about Overall Economy More Optimistic No Change Less Optimistic 80 100 68.8 70 62.1 90 59.0 Percentage of Respondents 60 80 50 57.4 70 50.7 38.9 63.30 40 56.45 57.78 32.0 28.9 27.7 60 55.60 26.0 25.5 52.20 30 35.2 47.69 17.3 50 20 26.0 14.9 40 10 15.0 5.7 February August February August February August 9.0 0 2009 2009 2010 2010 2011 2011 February August February August February August 2009 2009 2010 2010 2011 2011 © Christine Moorman 6
  • 7. Marketer optimism for own firms weakens less than for overall economy Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Figure 1.3. How optimistic are you on a 0-100 scale with 0 Figure 1.4. Are you more or less optimistic about your own being the least optimistic and 100 the most optimistic? company’s revenue prospects compared to last quarter? Overall Economy Own Company Revenue Growth Less optimistic No change More optimistic 100 80 68.9 67.5 70 63.9 90 Percentage of Respondents 60 51.4 80 59.0 47.2 73.20 50 66.44 66.70 67.80 70 40 25.7 59.64 25.1 22.8 30 60 52.92 29.5 19.1 18.7 63.30 20 56.45 57.78 23.2 22.9 50 55.60 17.5 52.20 10 15.8 11.9 47.69 9.7 40 0 February August February August February August February August February August February August 2009 2009 2010 2010 2011 2011 2009 2009 2010 2010 2011 2011 © Christine Moorman 7
  • 8. Customer prices expected to increase; all other customer metrics expected to drop in the next 12 months Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Figure 1.5. Customer Metrics – Customer Outcomes Expected in the Next 12 Months 80 74 70 66 62 59 60 56 54 53 52 Percentage of Respondents 48 Increased customer purchase volume 50 47 52 50 49 44 41 45 Increased customer price per unit 40 43 39 39 31 30 35 Customer will buy more related products 26 25 33 and services from my firm 20 17 My firm's ability to retain current customers has increased 10 Increased entry of new customers into the market 0 August 2009 February 2010 August 2010 February 2011 August 2011 © Christine Moorman 8
  • 9. Customers to continue quality focus; more focus on price and less on innovation Marketplace Growth Spending Performance Social Media Jobs Organization Excellence Table 1.1. Customer Priorities in Next 12 Months Shifting Customer Priorities Feb-11 Aug-11 % Change • More customer focus on price (+9.7%) Low Price • Less customer focus on innovation (-6.8%) 48.3% 53.0% +9.7% Quality 62.4% 65.1% +4.3% Innovation 34.0% 31.7% -6.8% Service 71.2% 69.9% -1.8% Trust 60.7% 59.0% -2.8% Brand 25.5% 25.7% +0.8% © Christine Moorman 9
  • 10. Channel partner metrics to falter in next 12 months Marketplace Growth Spending Performance Social Media Jobs Organization Excellence Figure 1.6. Channel Revenue Metrics Increased partner purchase volume Increased partner purchase of related products and services from my firm Increased partner price per unit 60 54 52 50 47 42 40 40 36 36 33 30 Percentage of 30 25 Respondents 24 24 19 19 18 20 14 10 10 0 February August February August February August 2009 2009 2010 2010 2011 2011 © Christine Moorman 10
  • 11. Topic 2: Firm Growth Strategies 11 11
  • 12. Growth strategies shift to market development and product/service development Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Types of Growth Strategies Table 2.1. Growth Spending in Next 12 Months* Existing New Products/ Products/ Strategy Feb-11 Aug-11 Services Services Market Market Product/Service Penetration 49% 46% Existing Strategy Penetration Development Markets Strategy Strategy Market Development 17% 20% Strategy Market Product/Service New Diversification Markets Development Development 22% 25% Strategy Strategy Strategy Diversification Strategy 12% 10% * % of spending across growth strategies © Christine Moorman 12
  • 13. Growth strategies vary by sector Marketplace Growth Spending Performance Social Media Jobs Organization Excellence Table 2.2. Sector Growth Spending in Next 12 Months* B2B B2B B2C B2C Strategy Products Services Products Services Market Penetration 44.3% 44.0% 45.3% 51.4% Strategy Market Development 20.6% 20.9% 16.9% 18.5% Strategy Product/Service Development 25.9% 24.3% 24.8% 22.7% Strategy Diversification Strategy 9.1% 10.8% 13.0% 7.4% * % of spending across growth strategies © Christine Moorman 13
  • 14. Organic growth remains dominant growth strategy; partnerships rebound Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Table 2.3. How Firms Will Grow in the Next 12 Months* Table 2.4. Sector Use of Organic Growth and Acquisitions* Strategy Organic Growth via Feb-10 Aug-10 Feb-11 Aug-11 Growth Acquisition Growth from firm B2B Product 68.3% 10.4% internally 69.5% 69.5% 72.0% 70.2% (organic growth) B2B-Service 67.1% 15.3% Growth B2C-Product 78.9% 4.8% from 10.4% 10.8% 10.6% 11.4% acquisitions B2C-Service 70.7% 10.6% Growth from 14.7% 13.9% 11.8% 13.5% partnerships Growth from 5.4% 5.8% 5.6% 5.1% licensing * Percentage of spending across growth strategies © Christine Moorman 14
  • 15. International sales to increase in next 12 months Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Figure 2.1. Percentage of Company Sales Expected to be International in Next 12 Months 40.0% 35.0% 30.0% 25.0% 24.7% 20.0% 18.7% 15.0% 10.0% 5.0% 0.0% August August 2010 2011 © Christine Moorman 15
  • 16. How sales revenue in international markets is changing Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Table 2.5. International Markets in Sales Revenue in the Next 12 Months % Change Feb-11 Aug-11 Markets in which sales are increasing: Feb-11 to Aug-11 Western Europe 33.2% 36.3% +9.3% • Western Europe • China Canada 28.6% 25.1% -12.2% • Eastern Europe • India China 16.4% 19.6% +19.5% Mexico 8.2% 6.1% -25.6% Markets in which sales are decreasing: • Canada Japan 8.2% 5.6% -31.7% • Mexico Brazil 7.1% 7.3% +2.8% • Middle East Middle East 6.1% 2.2% -63.9% Small changes difficult to interpret Eastern Europe 5.7% 6.7% +17.5% • Korea • Russia India 4.3% 6.1% +41.9% • Brazil Korea 2.1% 1.7% -19.1% Russia 0.7% 0.6% -14.3% © Christine Moorman 16
  • 17. More firms go to market directly; Internet sales as a % of total sales increase Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Figure 2.2. Percentage of Firms Disintermediating Figure 2.3. Percentage of Firm Sales through Internet 16.0% 55.0% 50.0% 14.0% 45.0% 12.0% 11.2% 40.0% 10.0% 35.0% 8.0% 8.4% 30.0% 32.9% 6.0% 25.0% 4.0% 20.0% 2.0% 21.6% 15.0% 0.0% February August February August 2011 2011 2011 2011 © Christine Moorman 17
  • 19. Growth in marketing budgets remains high; B2C-Product companies +20% in next year Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Figure 3.1. % Change in Marketing Budgets in Next 12 Months Table 3.1. % Change in Marketing Budgets by Firm Sales in Internet Change in Marketing Spending 25.0% Aug-11 20.0% 0% Internet Sales 6.5% 15.0% 1-10% Internet Sales 8.6% 9.2% 9.1% 10.0% 6.7% >10% Internet Sales 21.8% 5.9% 5.0% 0.5% 1.1% 0.0% February August February August February August 2009 2009 2010 2010 2011 2011 © Christine Moorman 19
  • 20. Marketing spending shifts categories Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Table 3.2. % Change in Marketing Spending in Next 12 Months Notable shifts Feb-10 Aug-10 Feb-11 Aug-11 • Rate of spending on traditional advertising continues to decrease Traditional advertising -2.5% -0.6% 2.4% 1.3% spending • Rate of spending on new products and new services increases Internet marketing 12.2% 13.6% 12.1% 11.2% spending • Rate of spending on marketing assets (brand and customer relationships) decreases New product 9.1% 9.1% 8.2% 10.4% introductions New service 3.9% 7.2% 5.1% 6.6% introductions Customer relationship 9.9% 8.3% 9.1% 6.5% management Brand Building 6.9% 8.3% 9.1% 5.7% © Christine Moorman 20
  • 21. Investments in building marketing knowledge expected to drop off Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Table 3.3. Changes in Firm Spending on Marketing Knowledge in Next 12 Months Feb-09 Aug-09 Feb-10 Aug-10 Feb-11 Aug-11 Marketing research and intelligence 1.8% 3.2% 7.3% 5.6% 8.0% 6.2% Marketing consulting services -4.5% 1.3% 2.9% 4.6% 4.7% 3.5% Developing knowledge about how to do marketing 3.4% 3.0% 6.4% 6.6% 8.8% 6.4% Integrating what we know about marketing 5.1% 4.1% 7.4% 8.9% 8.1% 6.0% Marketing training 1.2% 0.7% 4.3% 3.6% 5.6% 3.1% © Christine Moorman 21
  • 22. Marketing spending increases to account for 10% of overall firm budgets Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Figure 3.2. How Marketing Budgets Are Changing Over Time 16% 14% 12% Marketing Budget 10.0% as a Percent of 10% Overall Budget 8.1% 8% 6% 4% 2% February 2011 August 2011 © Christine Moorman 22
  • 23. Size of marketing budget varies by company sector, sales, and internet sales Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Table 3.4. Marketing Percentage of Firm Budget by Economic Sector B2B B2B B2C B2C Product Services Product Services August 2011 7.0% 11.1% 11.6% 12.1% Table 3.5. Marketing Percentage of Firm Budget by Company Sales Revenue <$25 $26-99 $100-499 $500-999 $1-9.9 >$10 Million Million Million Million Billion Billion August 2011 11.3% 14.6% 10% 7.8% 3.1% 6.6% Table 3.6. Marketing Percentage of Firm Budget by Company Internet Sales 0% 1-10% >10% Internet Sales Internet Sales Internet Sales August 2011 8.7% 7.9% 16.8% © Christine Moorman 23
  • 24. Topic 4: Financial and Marketing Performance 24 24
  • 25. Firm performance metrics hold; ROI (not revenues) may be reason Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Figure 4.1. Firm Performance in Prior 12 Months Firm sales Firm profits Marketing ROI 4.5% 4.0% 4.0% 3.8% 3.5% 3.4% 3.0% 3.4% 3.0% Firm Performance 2.5% 2.2% 2.7% 2.2% on Metrics 2.0% 1.5% 1.8% 1.0% 0.5% 0.0% August February August 2010 2010 2011 © Christine Moorman 25
  • 26. Firm performance goals stay optimistic Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Table 4.1. Actual Performance Percentage Change and Goals Actual firm Actual firm Actual firm Goal in the performance performance performance next 12 months Aug-2009 Aug-2010 Aug-2011 Firm sales* -0.6% 2.2% 3.8% 4.9% Market share 2.2% 2.0% 4.0% 6.8% Marketing return on investment 1.9% 2.2% 3.0% 5.3% Firm profits 0.5% 1.8% 3.4% 6.0% Customer acquisition 2.6% 2.6% 3.2% 6.1% Customer retention 1.4% 1.6% 1.7% 4.2% Brand value 3.2% 2.9% 3.5% 5.8% * Question not asked in February 2009 © Christine Moorman 26
  • 27. B2B-Product companies top most performance metrics Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Table 4.2. Sector Performance Metrics for Prior 12 Months B2B-Product B2B-Services B2C-Product B2C-Services Firm sales 4.1% 4.0% 4.0% 2.9% Market share 2.6% 2.3% 2.4% 2.3% Marketing return on investment 3.4% 2.3% 2.8% 3.9% Firm profits 4.4% 3.4% 3.5% 1.9% Customer acquisition 3.9% 2.8% 3.3% 2.4% Customer retention 0.9% 2.6% 2.6% 0.4% Brand value 3.4% 3.7% 2.8% 4.4% © Christine Moorman 27
  • 28. Topic 5: Marketing and Social Media 28 28 28
  • 29. Social media spending growth continues to soar: 17.5% increase expected in five years Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Figure 5.1. Social Media Spending as a Percentage of Marketing Budgets Over Time 25% 20% 17.5% 15% Percentage of Total Marketing 10.1% Budget (%) 10% 7.1% 5% 0% Current Levels Over Next 12 Months In Next 5 Years © Christine Moorman 29
  • 30. Sector differences in social media spending; B2C-product companies rebound to highest levels Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Table 5.1. Sector Differences in % Change in Social Media Spending August 2011 B2B - Product 4.2% B2B - Services 8.6% Current Social 10.5% B2C - Product Media Spending B2C - Services 5.9% Overall 7.1% B2B - Product 7.0% B2B - Services 11.5% Social Media Spending in the next B2C - Product 13.6% 12 months B2C - Services 9.4% Overall 10.1% B2B - Product 13.4% B2B - Services 18.3% Social Media Spending in the next B2C - Product 24.0% 5 years B2C - Services 17.3% Overall 17.5% © Christine Moorman 30
  • 31. Social media not well integrated with firm strategy Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Research question: Figure 5.2. How Effectively Social Media is Integrated with Strategy How effectively is social media integrated with your Overall Strategy Marketing Strategy firm’s strategy and marketing strategy? 7-point 25.0% 22.3% scale (1=not integrated and 7=very integrated) 19.2% Percent of Respondents (%) 20.0% 18.3% Overall results: 16.9% 17.1% 16.6% 12.8% 14.0% 15.0% • Integration with Firm Strategy (Mean = 3.4; 12.0% 12.8% 12.8% Standard Deviation = 1.9) 11.6% 10.0% 9.1% • Integration with Firm Marketing Strategy (Mean = 4.6% 4.0; Standard Deviation = 2.0) 5.0% 0.0% 1 2 3 4 5 6 7 Not at all Very Integrated Integrated © Christine Moorman 31
  • 32. Social media groups are generally small, internal, and from the marketing function Marketplace Growth Spending Performance Social Media Jobs Organization Leadership • Internal social media groups average - 2 people • Percentage of social media employees within marketing - 59.1% from marketing • Number of people from other companies working on social media average - 1.9 people © Christine Moorman 32
  • 33. Social media metrics used by firms Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Table 5.2. Social Media Metrics Used by Firms Notable shifts Metrics August 2010 August 2011 Hits/visits/page views Metrics shift toward web-based customer 47.6% 52.2% behaviors: Repeat visits 34.7% 34.9% • Page visits, followers, buzz, text Number of followers or friends 24% 34.1% analysis, online ratings, and abandoned shopping carts Conversion rates (from visitor to buyer) 25.4% 29.3% Buzz indicators (web mentions) 15.7% 20.5% Financial metrics decline: Customer acquisition costs • Sales levels, revenue per 11.8% 14.1% customer, profits per customer Sales levels 17.9% 13.3% Other text analysis ratings 6.6% 12.0% No significant change: • Repeat visits Online product/service ratings 8.2% 10.4% • Net promoter score Revenue per customer 17.2% 9.6% • Customer retention costs Net promoter score 7.5% 6.8% Customer retention costs 7.7% 6.4% Abandoned shopping carts 3.8% 4.8% Profits per customer 9.4% 4.8% © Christine Moorman 33
  • 34. Topic 6: Marketing Jobs 34 34
  • 35. Marketing employment prospects continue to rise Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Figure 6.1. Percentage Change in Marketing Hires Planned Over Next 12 months 25.0% Percentage Increase in Marketing Hires in Next 12 Months 20.0% 15.0% 12.9% 10.0% 7.2% 6.2% 5.0% 4.0% 0.0% February 2010 August 2010 February 2011 August 2011 © Christine Moorman 35
  • 36. Opportunity for marketing jobs varies by economic sector, sales, and internet sales Marketplace Growth Spending Performance Social Media Jobs Organization Excellence Table 6.1. Percentage Increase in Marketing Hires by Economic Sector B2B B2B B2C B2C Largest percentage change in Product Services Product Services marketing hires August 2010 4.8% 3.8% 4.2% 1.5% February 2011 8.6% 4.9% 6.7% 3.4% 11.6% 5.6% 0.2% 8.3% • B2B Product companies August 2011 • Smallest companies Table 6.2. Percentage Increase in Marketing Hires by Company Sales Revenue • Companies weak on <$25 $26-99 $100-499 $500-999 $1-9.9 internet marketing >$10 Billion Million Million Million Million Billion August 2010 5.4% 2.4% 2.2% 0.8% 2.9% 4.3% February 2011 4.8% 9.3% 5.9% 4.5% 3.2% 3.1% August 2011 14.8% 3.1% 4.6% 4.4% 1.4% 0.3% Table 6.3. Percentage Increase in Marketing Hires by Company Internet Sales 0% 1-10% >10% Internet Sales Internet Sales Internet Sales August 2010 3.0% 2.9% 8.2% February 2011 5.2% 7.0% 5.9% August 2011 10.4% 3.1% 4.9% © Christine Moorman 36
  • 37. Outsourcing of marketing expected to double in next year Marketplace Growth Spending Performance Social Media Jobs Organization Excellence Figure 6.2. Percentage of Company Outsourcing of Marketing Expected in Next 12 Months 25% 20% 15% 9.3% 10% 4.3% 4.5% 5% 0.0% 0% February August February August 2010 2010 2011 2011 © Christine Moorman 37
  • 39. Where marketing is located in firms Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Figure 7.1. Location of Marketing in Firm – Check all that apply 90% 84.3% 80% 70% 60% 50% Percentage of Firms (%) 40% 26.5% 30% 16.9% 20% 10.8% 10% 0% Corporate Business Brand/Product Field Offices Organization Level © Christine Moorman 39
  • 40. Marketing and sales share customers in most companies Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Figure 7.2. The Marketing-Sales Relationship August 2009 August 2010 August 2011 80.0% 74.0% 71.1% 69.7% 70.0% 60.0% 50.0% Percentage of 40.0% Respondents (%) 30.0% 20.0% 13.1% 10.9% 8.2% 8.3% 8.8% 7.3% 10.0% 0.0% Sales and marketing work on an Marketing is within the sales function Sales is within the marketing function equal basis © Christine Moorman 40
  • 41. External focus improves during downturn Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Figure 7.3. Firm Outside-In Activities: Information about customers and competitors … * February 2011 August 2011 5.4 5.3 5.2 5.1 5 5 5 4.9 4.9 Mean 4.8 4.8 4.8 4.8 Value* 4.7 4.6 4.6 4.6 4.4 4.2 Is collected on a regular Is shared vertically Is shared horizontally Shapes the design of Influences the Impacts the evaluation basis across different levels of across different firm strategies implementation of firm of firm strategies the firm and business functions and business strategies units units *7-point scale where 1 is “not at all” and 7 is “very frequently” © Christine Moorman 41
  • 43. Marketing leaders retained through economic crisis Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Figure 8.1. Marketing Leader Retention  Top marketers continue to beat oft-cited 231 and August 2009 August 2010 August 2011 281 month survival averages. 10 9.0 8.8 9  Given length of time in firms (~9 years), 8.0 8 marketing leaders appear to be appointed from within. 7 6 Years 5 4.6 4.3 4.3 4 3 2 1 0 Top marketer time in current role in the firm Top marketer time in any role in the firm 1. http://content.spencerstuart.com/sswebsite/pdf/lib/CMO_brochureU1.pdf 2. http://www.btobonline.com/apps/pbcs.dll/article?AID=/20090130/FREE/901309991/1078 © Christine Moorman 43
  • 44. Marketer influence in firms holds during economic recovery Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Figure 8.2. Number of Direct Reports to Top Marketer 8.0 7.5 7.3 7.2 7.0 6.5 Number of 6.0 Reports 5.5 5.0 4.6 4.5 4.0 August 2009 August 2010 August 2011 © Christine Moorman 44
  • 45. What marketing leads Marketplace Growth Spending Performance Social Media Jobs Organization Leadership • Stronger leadership on social media, brand, Table 8.1 What Marketing and marketing research Does in Companies Percentage of Companies Using Marketing for Activity • Less leadership on other strategic activities Activity Aug-10 Aug-11 • Competitive intelligence Positioning 78.6% 78.0% • Market entry Promotion 77.1% 79.3% • New products Brand 76.8% 81.1% • CRM Marketing research 72.3% 78.0% • Sales Social media 69.6% 75.6% • Innovation Competitive intelligence 62.7% 56.1% • Targeting Public relations 58.1% 58.5% Lead generation 57.8% 58.5% • Maintaining leadership on other traditional Market entry strategies 57.2% 51.2% marketing areas: New products 51.2% 49.4% • Positioning Customer relationship management 44.3% 39.0% • Promotion Targeting/Market selection 41.0% 34.1% • Public relations Sales 37.0% 33.5% • Lead generation Pricing 35.8% 34.8% • Pricing Innovation 33.4% 29.9% • Customer service Customer service 25.0% 23.8% Stock market performance 1.2% 0.0% • No leadership on managing stock market performance 45
  • 46. Candid conversations with top marketing leaders about best practice and tools for success Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Completed CMO Insights – see http://www.cmosurvey.org/cmo-insights/ Marc Pritchard Stephen Quinn Geert van Kuyck CMO, Procter & Gamble CMO, Walmart CMO, Royal Philips Electronics Listen – August, 2009 Read – February, 2010 Watch – August, 2010 Planned CMO Insights: • Kim Feil, CMO Walgreens (Fall, 2011) • Beth Comstock, CMO General Electric (Spring, 2012) © Christine Moorman 46
  • 47. Preview and Review Next survey - The CMO Survey will be administered again in February 2012. - A special topic section examining “Marketing Analytics” will be included. To get involved - If you are not a current participant, sign up at http://www.cmosurvey.org/participate/ Media - Media follow ups related to this data will be posted to http://www.cmosurvey.org/category/news/ Feedback - Send your thoughts to moorman@duke.edu © Christine Moorman 47