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Highlights and Insights
                    February 2012




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 to observe trends. Special topics are introduced for each survey.
             - The February 2012 survey was the eighth administration of The CMO Survey.

         Sponsoring Organizations

         Founder and Director
             - Professor Christine Moorman, T. Austin Finch, Sr. Professor of Business Administration


© Christine Moorman                                                                                         2
Survey Methodology

         Survey Sample
             - 3401 Top U.S. Marketers at Fortune 1000, Forbes Top 200, CMO Club companies, and
               Top Marketers who are AMA Members or Duke University Alumni and Friends
             - 269 responded for a 7.9% response rate

         Survey Administration
             - Email contact with four follow-up reminders
             - Survey in field from January 31-February 16, 2012
             - 91.2% 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                    5-10

      Topic 2: Firm Growth Strategies                  11-17

      Topic 3: Marketing Spending                      18-24

      Topic 4: Financial and Marketing Performance     25-30

      Topic 5: Marketing and Social Media              31-35

      Topic 6: Marketing Jobs                          36-38

      Topic 7: Marketing Organization                  39-41

      Topic 8: Marketing Leadership and CMO Insights   42-46

      Topic 9: Marketing Analytics                     47-51

      The CMO Survey Award for Marketing Excellence    52-53

      Preview of the Next Survey                        54
© Christine Moorman                                            4
Topic 1:
Marketplace Dynamics




                       55
Marketer optimism for overall U.S. economy
rebounds to highest level in 3 years
Marketplace         Growth          Spending          Performance Social Media    Jobs             Organization Leadership          Analytics



    Figure 1.1. How optimistic are you about the overall                 Figure 1.2. Optimism for U.S. economy by sector
    U.S. economy on a 0-100 scale with 0 being the least
    optimistic and 100 the most optimistic?
                                                                          65
                                                                                                                                 64.1
                   Marketer Optimism about Overall Economy                                                                       63.5
     100                                                                                                                         62.1

      90                                                                  60

      80                                                                                                                         58.3

      70                                     63.3            63.4                    54.5
                                                                          55
                      56.5   57.8
      60                             55.6
                                                     52.2                           53.3
            47.7                                                                            53.1
      50

                                                                          50
      40
           February August February August February August February                                48.0
             2009    2009    2010    2010    2011    2011    2012

                                                                          45
                                                                                      August 2011                       February 2012

                                                                                                     B2B-Product   B2B-Service
                                                                                                     B2C-Product   B2C-Service

© Christine Moorman                                                                                                                        6
Optimists outweigh pessimists 8 to 1
Marketplace         Growth            Spending              Performance Social Media              Jobs        Organization Leadership      Analytics



                    Figure 1.3. Are you more or less optimistic about the overall U.S. economy compared to last quarter?

                                          More Optimistic                          No Change                  Less Optimistic
                      80%
                                                                                                 68.8
                      70%                                                                                                         63.3
                                                                   62.1
                                                   59.0
                      60%

                      50%                                                                                       57.4
                                   50.7                                              38.9
         % of         40%
      Respondents           32.0                                   28.9                                                           28.3
                                                   26.0                                                        27.7
                      30%                                                   35.2                 25.5

                                   17.3
                      20%                                                            26.0                      14.9

                      10%                          15.0
                                                                   9.0                                  5.7
                                                                                                                                  8.5
                      0%
                              February            August         February           August     February       August            February
                                2009               2009            2010              2010        2011          2011               2012




© Christine Moorman                                                                                                                               7
Marketer optimism for own companies
  exceeds expectations for overall economy
Marketplace       Growth         Spending     Performance Social Media          Jobs         Organization Leadership       Analytics



       Figure 1.4. How optimistic are you on a 0-100 scale with 0 being the least optimistic and 100 the most optimistic?

                                               Overall Economy     Own Company Revenue Growth
         100.00



          90.00



          80.00
                                                                                   73.20                         72.80

          70.00                                                   66.70                            67.80
                                                    66.44

                                     59.64
          60.00                                                                    63.30                         63.40
                       52.92
                                                    57.78
                                     56.45                        55.60
          50.00
                                                                                                   52.20
                       47.69
          40.00
                      February       August        February      August           February         August       February
                        2009          2009           2010         2010              2011            2011          2012


© Christine Moorman                                                                                                               8
Customer metrics forecast strong rebound:
   Increase in number of customers entering markets, purchase volume
   and likelihood of buying related offerings

Marketplace        Growth         Spending    Performance Social Media     Jobs     Organization Leadership                  Analytics


                   Figure 1.5. Customer Metrics – Forecasted Customer Outcomes in Next 12 Months
                   70%
                                                                           64
                                              62                           62

                   60%                                      56
                                              52                           53
                                              50
                   50%           48
                                                            52                                Increased customer purchase volume
                                                                           50
                            44
        %                                                   39
                   40%                        43                           37                 Increased customer price per unit
  of Respondents            39                              41
                                                            33
                                 35                                                           Customer will buy more related products
                   30%
                                                                                              and services from my firm
                                               25

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

                                                                                              Increased entry of new customers into
                   10%                                                                        the market
                             August          August       August         February
                              2009            2010         2011            2012



© Christine Moorman                                                                                                                     9
Customer priorities to shift from
  low price to service
Marketplace       Growth     Spending        Performance Social Media      Jobs     Organization Leadership   Analytics



        Table 1.1. Rank order your Customer’s Top Priority in Next 12 Months

                                    Aug-11             Feb-12            % Change

               Low Price            24.1%              16.4%              -32.0%
                 Quality            24.1%              26.3%               +9.1%
               Innovation           13.7%              10.0%              -27.0%
                Service             13.7%              21.4%              +56.2%
                  Trust             19.3%              18.9%               -2.1%
                 Brand               6.8%               7.5%              +10.3%




© Christine Moorman                                                                                                 10
Topic 2:
Firm Growth Strategies




                         11
                          11
Growth strategies expected to shift to
 product/service development & diversification
Marketplace         Growth        Spending       Performance Social Media           Jobs      Organization Leadership       Analytics



                    Types of Growth Strategies                 Table 2.1. How Growth Spending is Expected to Change*
                           Existing            New                                           Actual        Expected
                          Products/          Products/                                                                   Percent
                                                                                           Spending in    Spending in
                          Services           Services                  Strategy                                          Change
                                                                                             Past 12        Next 12
                                                                                                                        Expected
                                                                                             Months         Months
                            Market      Product/Service
         Existing                                                       Market
                          Penetration    Development
         Markets                                                      Penetration             56.7%         50.2%        -11%
                           Strategy        Strategy
                                                                       Strategy
                                                                        Market
                                                                     Development              15.5%         15.6%         +1%
                            Market                                     Strategy
           New                           Diversification
          Markets        Development
                                            Strategy
                           Strategy                                 Product/Service
                                                                     Development               19%          23.8%        +25%
                                                                       Strategy

                                                                     Diversification
                                                                                              8.2%          10.5%        +28%
                                                                        Strategy

                                                               * % of spending across growth strategies




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


    Table 2.2. Expected Change in Sector Growth Spending                   Notable shifts
               in Next12 Months Relative to Prior Year
                                                                           • Less market penetration: B2B-Product (-17%)
                               B2B         B2B        B2C        B2C
                             Products    Services   Products   Services    • Greater focus on new markets/new products:
                                                                             B2B-Services (+126%) and B2C-Products
                                                                             (+82%)
        Market Penetration
            Strategy         -16.9%      -11.5%      -6.2%      -7.2%
                                                                           • Greater focus on new services: B2C-Services
                                                                             (+27.5%)
             Market
      Development Strategy   +17.0%      +22.9%     +21.6%     +12.1%
                                                                           • Greater focus on new markets: B2B-Services
                                                                             (+23%) and B2C-Products (+22%)
        Product/Service
      Development Strategy   +17.7%      -32.4%      -2.0%     +27.5%


          Diversification
             Strategy        +28.2%     +125.6%     +81.6%     -28.2%




© Christine Moorman                                                                                                   13
Stable patterns of growth strategies overall;
  sector differences significant
Marketplace         Growth        Spending          Performance Social Media      Jobs       Organization Leadership        Analytics



    Table 2.3. How Firms Will Grow in the Next 12 Months*              Table 2.4. Sector Use of Growth Strategies – February 2012
         Strategy       Aug-10      Feb-11     Aug-11    Feb-12                          Organic   Growth via    Growth from Growth from
         Organic                                                                         Growth    Acquisition   Partnerships Licensing
         Growth          69.5%      72.0%       70.2%    70.6%
                                                                        B2B Product      67.4%       13.9%         12.9%        5.8%
       Growth from
       Acquisitions      10.8%      10.6%       11.4%     11.6%          B2B-Service     74.4%       10.8%         10.9%        3.9%

      Growth from                                                       B2C-Product      71.6%       7.5%          13.6%        7.3%
      Partnerships       13.9%      11.8%       13.5%    12.6%
                                                                         B2C-Service     78.9%       8.6%          10.7%        1.8%
       Growth from
        licensing        5.8%        5.6%        5.1%     5.2%

    * Percentage of spending across growth strategies




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



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

           40%


           35%
                                                                                          32.4%
           30%


           25%
                                                        24.7%
           20%

                             18.7%
           15%


           10%


            5%


            0%
                             August                     August                     February
                              2010                       2011                        2012




© Christine Moorman                                                                                                   15
Which international market is your highest
  revenue growth market?
Marketplace           Growth         Spending      Performance Social Media    Jobs      Organization Leadership     Analytics



   Figure 2.2.        Which International Market is Your                 Table 2.5. Sector Differences in Key Emerging Markets
                      Highest Revenue Growth Market?
                                                                                        Brazil     Russia    India   China

          Russia
           1%                                                             B2B Product   6.8%         1.4%     2.7%   24.7%
                                     Other        Western Europe
           Korea                     20%               23%                B2B-Service   5.3%         0%       5.3%   10.5%
            1%
        India                                                             B2C-Product   10.3%        0%       3.4%   10.3%
         3%
Eastern Europe
      2%                                                   Canada         B2C-Service   12.5%        0%       0%      6.3%
                                                            16%
        Middle East
            7%
                            Brazil              China
                             7%                  15%
                                                                                                    New question
                                                                                                 in The CMO Survey
                          Japan
                           2% Mexico
                                3%


© Christine Moorman                                                                                                          16
20% sales revenue increase in top
 international market in last year
Marketplace       Growth        Spending      Performance Social Media       Jobs     Organization Leadership         Analytics



    Average increase across all top international markets: 19.7% (SD = 32.1)                             New question
                                                                                                      in The CMO Survey
    Figure 2.3.    Average Percent Increase in Sales Revenue from Top International Market
      60%



      50%                                            48.0



      40%
                                  34.9


      30%
              25.3                                                                     26.3
                                            25.0
                                                                     22.5
                                                                                                                   21.0
                                                             19.8
      20%               16.6                                                                              16.0
                                                                              13.8

      10%
                                                                                                5.2


       0%
              Brazil   Canada     China    Eastern   India   Japan   Korea   Mexico   Middle   Other     Russia   Western
                                           Europe                                      East    Market             Europe
Topic 3:
Marketing Spending




                     18
                      18
Growth in marketing budgets remains high:
  B2B-Product companies expect 2x-4x growth of other industries

Marketplace           Growth          Spending          Performance Social Media       Jobs      Organization Leadership      Analytics



    Figure 3.1. % Change in Marketing Budgets in Next 12 Months                    Table 3.1. Sector Differences in Marketing Budgets
                                Change in Marketing Spending                                                    % Change in
     25%
                                                                                                                 Marketing
                                                                                                                 Spending
     20%                                                                                 B2B Product               13.2%

                                                                                          B2B-Service               6.2%
     15%

                                           9.2%
                                                                                         B2C-Product                3.3%
                                                               9.1%
     10%                                                                 8.1%
                                                     6.7%                                                           4.6%
                                  5.9%                                                    B2C-Service
      5%
            0.5%       1.1%

      0%
           February    August   February   August   February   August   February
             2009       2009      2010      2010      2011      2011      2012




© Christine Moorman                                                                                                                     19
Marketing spending on traditional advertising
  expected to plummet further (-161%)
Marketplace         Growth            Spending             Performance Social Media   Jobs     Organization Leadership   Analytics


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

                                                                   Aug-11             Feb-12            % Change

         Traditional advertising* spending                          1.3%              -0.8%              -161.5%

         Internet marketing spending                                11.2%             12.8%              +14.3%

         New product introductions                                  10.4%             8.5%               -18.3%

         New service introductions                                  6.6%              4.2%               -36.4%

         Customer relationship management                           6.5%              7.1%                +9.2%

         Brand building                                             5.7%              7.2%               +26.3%

         *Refers to media advertising not using the web.




© Christine Moorman                                                                                                            20
Investments in building marketing
  knowledge remain strong
Marketplace       Growth      Spending     Performance Social Media     Jobs       Organization Leadership   Analytics


    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      Feb-12

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

           Marketing consulting
                 services
                                         -4.5%     1.3%       2.9%        4.6%         4.7%        3.5%       1.7%

       Developing knowledge about
          how to do marketing
                                         3.4%      3.0%       6.4%        6.6%         8.8%        6.4%       4.6%

            Integrating what we
           know about marketing
                                         5.1%      4.1%       7.4%        8.9%         8.1%        6.0%       6.6%

                  Marketing
                   training
                                         1.2%      0.7%       4.3%        3.6%         5.6%        3.1%       3.7%




© Christine Moorman                                                                                                  21
Marketing spending increases further to
   account for 10.4% of overall firm budgets
Marketplace        Growth           Spending           Performance Social Media   Jobs     Organization Leadership   Analytics



         Figure 3.2. How Marketing Budgets Are Changing Over Time*
         16%


         14%


         12%
                                                                                          10.4%
                                                                10.0%
         10%
                            8.1%

          8%


          6%


          4%


          2%
                              February…                         August…                  February…


           *Question asked in Feb-11 for the first time.

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


      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%
            February 2012       8.7%             8.2%            16.1%          16.8%

      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%
            February 2012       10.7%             12.3%            13.5%        4.7%            6.7%          8.8%


      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%
            February 2012       8.4%             9.5%            18.0%




© Christine Moorman                                                                                                          23
Marketing spending as a percent of firm
   revenues
Marketplace       Growth    Spending         Performance Social Media           Jobs      Organization Leadership      Analytics



      • Mean percentage: 8.5%                                                                         New question
                                                                                                   in The CMO Survey
      • 95 percent confidence Interval around mean: 5.6%-11.5%


      Table 3.7. Marketing Spending as a Percentage of Firm Revenues by Economic Sector
                                B2B             B2B               B2C            B2C
                              Product         Services          Product        Services
           February 2012       7.3%             4.8%             13.8%           16.6

      Table 3.8. 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
            February 2012       11.8%             9.0%             14.7%         1.7%          2.8%           5.2%


      Table 3.9. Marketing Percentage of Firm Budget by Company Internet Sales
                                  0%             1-10%             >10%
                            Internet Sales   Internet Sales   Internet Sales
            February 2012       6.3%             9.0%            14.4%


© Christine Moorman                                                                                                          24
Topic 4:
Financial and Marketing
Performance




                          25
                           25
Company performance on financial metrics
  shows significant improvement
Marketplace       Growth      Spending         Performance Social Media        Jobs          Organization Leadership      Analytics


                                                                                                                       % Change
                 Figure 4.1. Firm Performance in Prior 12 Months                                                      Feb-2011 to
                                                                                                                       Feb-2012
                                  Firm sales    Firm profits   Marketing ROI
                                                                                                       Firm Sales       20%
                      6%
                                                                                                       Firm Profits    14.7%
                                                                                  4.8%
                      5%
                                                                                                      Marketing ROI    29.6%
                                               4.0%
                                                                 3.8%                 3.9%
                      4%
                                                                                        3.5%
          Firm                                                       3.4%
      Performance 3%                                  3.4%
       on Metrics                                                    3.0%
                            2.2%
                           2.2%                  2.7%
                      2%
                                   1.8%

                      1%


                      0%
                            August             February         August           February
                             2010               2011             2011             2012




© Christine Moorman                                                                                                                 26
Companies build key customer and brand
  assets
Marketplace       Growth         Spending         Performance Social Media                  Jobs          Organization Leadership      Analytics


                                                                                                                                     % Change
                  Figure 4.2. Company Performance on Customer and Brand Metrics                                                     Feb-2011 to
                                                                                                                                     Feb-2012
                           Customer acquisition      Customer retention            Brand value                       Customer
                                                                                                                                      41.3%
                  4.5%                                                                                              Acquisition
                                                                                                   4.1%
                                                                                                                     Customer
                  4.0%
                                                                                                                                      31.5%
                                                                                                                     Retention
                                                                          3.5%
                  3.5%          3.2%                                                               3.8%             Brand Value       37.5%
                                                    2.9%
                  3.0%                                                    3.2%

         Firm    2.5%
     Performance                2.6%                2.6%
      on Metrics 2.0%
                                                                                                 2.2%
                                                                              1.7%
                  1.5%
                                    1.4%               1.6%
                  1.0%

                  0.5%

                  0.0%
                               August              August                 August                 February
                                2009                2010                   2011                   2012




© Christine Moorman                                                                                                                               27
Firm performance goals skyrocket: 40%-110%
  increases over current performance
Marketplace       Growth     Spending        Performance Social Media     Jobs    Organization Leadership   Analytics



            Table 4.1. Company Performance and Goals

                                                Actual firm performance       Goal in the         % Increase in goal
                                                   in prior 12 months       next 12 months        over performance

            Firm sales                                   4.8%                    6.8%                   42%

            Marketing return on investment               3.5%                    5.1%                   46%

            Firm profits                                 3.9%                    6.2%                   59%

            Customer acquisition                         3.8%                    5.7%                   45%

            Customer retention                           2.2%                    4.6%                   110%

            Brand value                                  4.1%                    5.8%                   41%




© Christine Moorman                                                                                                28
B2B-Service companies top most metrics
Marketplace       Growth      Spending       Performance Social Media          Jobs   Organization Leadership    Analytics




           Table 4.2. Sector Performance Metrics for Prior 12 Months

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

            Firm sales                                7.0%                7.5%           6.6%             5.2%
            Marketing return on investment            4.9%                5.8%           4.3%             5.3%
            Firm profits                              6.1%                6.7%           5.7%             5.6%
            Customer acquisition                      5.8%                6.1%           5.2%             5.1%
            Customer retention                        4.7%                5.2%           4.1%             3.6%
            Brand value                               5.9%                5.8%           5.5%             6.0%




© Christine Moorman                                                                                                    29
Flat company performance on social and
 environmental indicators
Marketplace    Growth            Spending          Performance Social Media         Jobs        Organization Leadership       Analytics




         Figure 4.3. Firm Performance on Social and Environmental Metrics in Past 12 Months

                                                         February    February           February
                                                         2010        2011               2012
         5


         4

                              3.2            3.2            3.1                       3.0           3.0          2.9
         3


         2


         1


         0
                          Marketing that is beneficial for society              Minimize impact of marketing on environment



          * 5-point scale where 1 is “poor” and 5 is “excellent”


                                                                                                                                    30
Topic 5:
Marketing and Social Media




                             31
                              31
                              31
Social media spending growth continues:
  Expected to be 19.5% of marketing budgets in five years
Marketplace       Growth         Spending       Performance Social Media         Jobs   Organization Leadership   Analytics



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



                                                                                               19.5%
                       20%




                       15%
      Percentage of
     Total Marketing                                                10.8%
       Budget (%)
                       10%
                                        7.4%


                        5%




                        0%
                                    Current Levels              Next 12 Months              Next 5 Years




© Christine Moorman                                                                                                     32
Sector differences in social media spending;
   B2C-Product companies lead al industry sectors
Marketplace       Growth     Spending      Performance Social Media          Jobs   Organization Leadership   Analytics


       Table 5.1. Sector Differences in % Change in Social Media Spending
                                                                  August 2011                February 2012
                                    B2B - Product                     4.2%                       6.2%
                                    B2B - Services                    8.6%                       7.4%
           Current Social           B2C - Product                    10.5%                       9.6%
          Media Spending
                                    B2C - Services                    5.9%                       8.4%
                                        Overall                       7.1%                       7.4%
                                    B2B - Product                     7.0%                       9.4%
                                    B2B - Services                   11.5%                       10.1%
           Social Media
          Spending in the           B2C - Product                    13.6%                       15.3%
          next 12 months            B2C - Services                   9.4%                        11.7%
                                        Overall                      10.1%                       10.8%
                                    B2B - Product                    13.4%                       18.5%
                                    B2B - Services                   18.3%                       19.1%
           Social Media
          Spending in the           B2C - Product                    24.0%                       23.0%
           next 5 years             B2C - Services                   17.3%                       19.0%
                                        Overall                      17.5%                       19.5%

© Christine Moorman                                                                                                 33
Social media integration gap not closing
Marketplace       Growth       Spending        Performance Social Media                  Jobs      Organization Leadership        Analytics



   Question: How effectively is social media                        Figure 5.2.          How Effectively Social Media is Integrated
   integrated with your firm’s marketing strategy?                                       with Strategy
   7-point scale (1=not integrated, 7=very integrated)

   Results: Social media remains poorly integrated                  25%
                                                                                                                    22.0%
   with marketing strategy:                                                  18.4%
                                                                    20%                                    17.8%

   • Feb, 2012: Mean = 3.8, SD = 1.9                        % of     15%                                                     14.1%
                                                                                           11.9%
   • Feb, 2011: Mean = 3.8, SD = 2.0                     Respondents
                                                                    10%                             8.6%
                                                                                                                                        7.0%
   Table 5.2. Integration Scores by Sector                           5%

                                  Mean (SD)                          0%
                                  Feb-2012                                      1           2        3       4       5        6            7
                                                                            Not at all                                                   Very
        B2B-Product                3.6 (2.1)                               Integrated                                                 Integrated

        B2B-Services               3.6 (1.9)
        B2C-Product                4.4 (1.5)
        B2C-Services               4.5 (1.6)


© Christine Moorman                                                                                                                       34
Social media employment doubles inside
  and outside the company
Marketplace       Growth        Spending           Performance Social Media            Jobs     Organization Leadership   Analytics



        Figure 5.3. Number of Employees In-House and Outsourced Performing Social Media for Company

                                          February                            February
                                          2011                                2012




         10
                                             9.0

          8


          6                   5.3

                                                                                                 4.0
          4


                                                                                 1.8
          2


          0
                      Number of people employed in-house         Number of individuals from outside vendors providing
                        to do social media for company                 social media support for the company



© Christine Moorman                                                                                                             35
Topic 6: Marketing Jobs




                          36
                           36
Marketing employment remains positive but
  growth slows
Marketplace       Growth    Spending     Performance Social Media     Jobs      Organization Leadership        Analytics


    Figure 6.1. Percentage Change in Marketing Hires Planned        Table 6.1. Percentage Increase in Marketing
                in Next 12 months                                              Hires by Sector
     25%

                                                                                  B2B       B2B        B2C        B2C
                                                                                Product   Services   Product    Services
     20%
                                                                      August
                                                                                 6.6%      3.7%       2.4%        0.1%
                                                                       2010
     15%
                                                                     February
                                                                                 3.7%      4.6%       5.1%        6.3%
                                                                       2011

     10%                                                              August
                                                                                13.9%     11.3%       6.7%        2.3%
                                         7.2%                          2011
                            6.2%
                                                      5.2%           February
                4.0%                                                             2.1%      4.5%       1.9%        4.5%
      5%                                                               2012


      0%
                August     February     August       February
                 2010        2011        2011          2012



© Christine Moorman                                                                                                  37
Outsourcing of marketing flattens with recovery
Marketplace       Growth       Spending      Performance Social Media   Jobs           Organization Leadership   Analytics


         Figure 6.2. Percentage of Company Marketing Expected to be Outsourced in Next 12 Months
          25%




          20%




          15%



                                                            9.3%
          10%



                      4.3%                 4.5%
           5%
                                                                                3.2%



           0%
                      August              February          August             February
                       2010                 2011             2011                2012




© Christine Moorman                                                                                                    38
Topic 7:
Marketing Organization




                         39
                          39
Size of marketing groups double during
  economic recovery
Marketplace       Growth       Spending     Performance Social Media        Jobs      Organization Leadership   Analytics




                      Figure 7.1. Marketing Employees as a Percentage of Total Number of Employees

                      12%
                                                                                    11.0%


                      10%



                       8%



                       6%

                                                                   4.2%
                       4%

                                 2.4%             2.3%
                       2%



                       0%
                                August           August           August           February
                                 2009             2010             2011             2012




© Christine Moorman                                                                                                   40
External focus levels off as recovery
  strengthens
Marketplace                    Growth               Spending              Performance Social Media                             Jobs          Organization Leadership              Analytics



                  Figure 7.2. Firm Outside-In Activities:

                  Information about customers and competitors … *
                                                                                                                                         February 2011    August 2011      February 2012
                  5.4
                                   5.3

                  5.2
                                         5.1                                                                                                  5.1
                                                                                                                   5.0                                             5.0
                   5
                             4.9                              4.9
    Mean Value*




                                                                                         4.8                                           4.8          4.8      4.8
                  4.8
                                                                                               4.7           4.7         4.7                                             4.7
                                                        4.6         4.6            4.6
                  4.6


                  4.4


                  4.2
                        Is collected on a regular      Is shared vertically    Is shared horizontally     Shapes the design         Influences the            Impacts the
                                   basis             across different levels across different functions    of firm strategies      implementation           evaluation of firm
                                                    of the firm and business     and business units                               of firm strategies           strategies
                                                               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; B2C-Product lowest retention levels
Marketplace            Growth               Spending                Performance Social Media                     Jobs     Organization Leadership       Analytics


                                                                                                                 ), and 2009 (34.7 months).
           Figure 8.1. Marketing Leader Retention                                                                 Table 8.1. Sector Differences in Retention
                       August 2009        August 2010           August 2011      February 2012                                            Years in current role
           12
                                                                                                                        B2B Product             5.5 years
                                                                                                    10.5
           10                                                                                                           B2B-Service             6.1 years
                                                                                   9.0      8.8
                                                                          8.0                                           B2C-Product             3.9 years
            8
                                                                                                                        B2C-Service             5.2 years
   Years




            6                                     5.4
                                4.6
                       4.3               4.3
            4


            2


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




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



             Figure 8.2. Number of Direct Reports to Top Marketer

             10

              9

              8                                          7.3
                                      7.2
              7
                                                                       6.0
              6
 Number of            4.6
              5
  Reports
              4

              3

              2

              1


                      August           August           August      February
                       2009             2010             2011        2012




© Christine Moorman                                                                                                 44
Marketing leadership increases on key
 strategic activities
Marketplace     Growth            Spending      Performance Social Media    Jobs     Organization Leadership        Analytics

 Table 8.2. What Marketing                    Percentage of Companies         Stronger marketing leadership :
            Does in Companies                Using Marketing for Activity     • Brand
                                                                              • Social media
                  Activity                    Feb-11             Feb-12       • Competitive intelligence
                 Positioning                   79%                78%         • New Products
                  Promotion                    81%                79%         • CRM – Customer Relationship Management
                    Brand                      81%                84%         • Targeting
              Marketing research               73%                71%
                                                                              • Pricing
                                                                              • Innovation
                Social media                   71%                73%
          Competitive intelligence             58%                62%         Maintaining marketing leadership:
               Public relations                65%                53%         • Positioning
               Lead generation                 53%                53%         • Lead generation
          Market entry strategies              50%                46%         • Customer service
                New products                   44%                52%
                                                                              Weaker marketing leadership:
                    CRM                        38%                41%         • Promotion
         Targeting/Market selection            31%                35%         • Marketing research
                    Sales                      32%                30%         • Public relations
                   Pricing                     30%                34%         • Market entry
                                                                              • Sales
                  Innovation                   33%                39%
              Customer service                 22%                21%         Small but growing leadership on managing stock
         Stock market performance              0.4%               1.2%           market performance
                                                                                                                               45
Best Practice from Marketing Leaders
                               www.cmosurvey.org/cmo-insights/

Marketplace       Growth     Spending       Performance Social Media            Jobs       Organization Leadership        Analytics


                           Chief Marketing Officer Kim Feil discusses how she built a marketing function. From insights to
                           accountability, she describes the organization, processes, metrics and talent management strategies
                           important to this effort.


                           Executive Vice President and Chief Marketing Officer Geert van Kuyck shares ideas on building the
                           essential skill set for CMOs and the importance of defining the CMO’s mission. He discusses the use of
                           the Net Promoter Score and other metrics to evaluate business results at Philips, touching on Philips’
                           engagement with LinkedIn and social media metrics.


                           Executive Vice President and Chief Marketing Officer Stephen Quinn describes how Walmart rebuilt its
                           customer focus. Key steps involved harnessing internal support, generating market insight, using
                           customer-focused metrics, living the brand internally, and building marketing talent. The results have
                           been impressive for this world-class retailer.



                           Global Marketing Officer Marc Pritchard shares his viewpoints on how marketing contributes to P&G’s
                           performance. He talks about how P&G learns about customers and how it is relentless in its attention to
                           building loyal customers and strong brands in the store, on the web, and around the world.



© Christine Moorman                                                                                                                  46
Topic 9:
Marketing Analytics




                      47
                       47
Spending on marketing analytics to
  increase 60% in three years
Marketplace       Growth     Spending      Performance Social Media         Jobs     Organization Leadership          Analytics



         Figure 9.1. Percent of Marketing Budget Spent on Marketing Analytics      Table 9.1. Firm Size Differences

          12%                                                                                                    In Next 3
                                                                                                   Current
                                                                                                                   years
          10%
                                                              9.1%                    <$25M          4.8%             7.3%
           8%
                                                                                     $26-99M         4.2%             11.3%
           6%                                                                                        5.5%             7.6%
                                                                                    $100-499M
                            5.7%
           4%                                                                       $500-999M        2.8%             8.8%
           2%                                                                        $1-9.9B         7.1%             10.2%
           0%                                                                         $10+B          7.3%             10.8%
                       Current Levels                In Next 3 Years




© Christine Moorman                                                                                                           48
Size of marketing analytics groups to
  increase as well
Marketplace       Growth            Spending   Performance Social Media     Jobs     Organization Leadership          Analytics



                      Figure 9.2.    Number of People Employed in Company          Table 9.2. Firm Size Differences
                                     in Marketing Analytics
                                                                                                                 In Next 3
                      8                                                                            Current
                                                                                                                   years
                                                            6.9
                                                                                      <$25M          1.1              1.3
                                        5.8
     Number of        6                                                              $26-99M         1.1              1.4
      Company
     Employees                                                                      $100-499M        1.8              2.9

                      4                                                             $500-999M        1.4              2.5

                                                                                     $1-9.9B         9.1              10.1

                                                                                      $10+B          26.4             32.4
                      2
                                     Current           In Next 3 Years




© Christine Moorman                                                                                                          49
Most decisions fail to use marketing analytics
Marketplace       Growth      Spending     Performance Social Media        Jobs         Organization Leadership   Analytics



           Figure 9.3. Percentage of Projects Company Using Marketing Analytics

           70%
                                                                                  63%
           60%


           50%


                                    37%
           40%


           30%


           20%


           10%


            0%

                               Uses analytics                           Do not use analytics


© Christine Moorman                                                                                                     50
Marketing analytics not formally evaluated
  in most companies
Marketplace       Growth      Spending      Performance Social Media        Jobs         Organization Leadership   Analytics



           Figure 9.4. Does Your Company Formally Evaluate the Quality of Marketing Analytics?

            80%


            70%                                                                    67%

            60%


            50%


            40%
                                     33%
            30%


            20%


            10%


             0%

                               Evaluate quality                         Do not evaluate quality


© Christine Moorman                                                                                                      51
The 2012 CMO Survey Award for
     Marketing Excellence – Overall Winner

   Participants were asked to nominate a company in response to the question:

   Which company across all industries sets the standard for excellence in marketing?




                      Apple, Inc.




© Christine Moorman                                                                     52
The 2012 CMO Survey Award for
   Marketing Excellence – Industry Winners
      Participants were asked to nominate a company in response to the question:

      Which company in your industry sets the standard for excellence in marketing?




        Procter & Gamble                     Google                   General Electric      Retail
    (Consumer Packaged Goods)               (Services)                (Manufacturing)    (McDonald’s)




© Christine Moorman                                                                                     53
Preview
        Next survey:          The CMO Survey will be administered again in July 2012


        To participate:         Sign up at http://www.cmosurvey.org/participate/


        Media:        Will be posted to http://www.cmosurvey.org/category/news/


        Feedback:          Send your thoughts to moorman@duke.edu




© Christine Moorman                                                                    54

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The CMO Survey Highlights and Insights February 2012

  • 1. Highlights and Insights February 2012 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 to observe trends. Special topics are introduced for each survey. - The February 2012 survey was the eighth administration of The CMO Survey. Sponsoring Organizations Founder and Director - Professor Christine Moorman, T. Austin Finch, Sr. Professor of Business Administration © Christine Moorman 2
  • 3. Survey Methodology Survey Sample - 3401 Top U.S. Marketers at Fortune 1000, Forbes Top 200, CMO Club companies, and Top Marketers who are AMA Members or Duke University Alumni and Friends - 269 responded for a 7.9% response rate Survey Administration - Email contact with four follow-up reminders - Survey in field from January 31-February 16, 2012 - 91.2% 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 5-10 Topic 2: Firm Growth Strategies 11-17 Topic 3: Marketing Spending 18-24 Topic 4: Financial and Marketing Performance 25-30 Topic 5: Marketing and Social Media 31-35 Topic 6: Marketing Jobs 36-38 Topic 7: Marketing Organization 39-41 Topic 8: Marketing Leadership and CMO Insights 42-46 Topic 9: Marketing Analytics 47-51 The CMO Survey Award for Marketing Excellence 52-53 Preview of the Next Survey 54 © Christine Moorman 4
  • 6. Marketer optimism for overall U.S. economy rebounds to highest level in 3 years Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics Figure 1.1. How optimistic are you about the overall Figure 1.2. Optimism for U.S. economy by sector U.S. economy on a 0-100 scale with 0 being the least optimistic and 100 the most optimistic? 65 64.1 Marketer Optimism about Overall Economy 63.5 100 62.1 90 60 80 58.3 70 63.3 63.4 54.5 55 56.5 57.8 60 55.6 52.2 53.3 47.7 53.1 50 50 40 February August February August February August February 48.0 2009 2009 2010 2010 2011 2011 2012 45 August 2011 February 2012 B2B-Product B2B-Service B2C-Product B2C-Service © Christine Moorman 6
  • 7. Optimists outweigh pessimists 8 to 1 Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics Figure 1.3. Are you more or less optimistic about the overall U.S. economy compared to last quarter? More Optimistic No Change Less Optimistic 80% 68.8 70% 63.3 62.1 59.0 60% 50% 57.4 50.7 38.9 % of 40% Respondents 32.0 28.9 28.3 26.0 27.7 30% 35.2 25.5 17.3 20% 26.0 14.9 10% 15.0 9.0 5.7 8.5 0% February August February August February August February 2009 2009 2010 2010 2011 2011 2012 © Christine Moorman 7
  • 8. Marketer optimism for own companies exceeds expectations for overall economy Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics Figure 1.4. How optimistic are you on a 0-100 scale with 0 being the least optimistic and 100 the most optimistic? Overall Economy Own Company Revenue Growth 100.00 90.00 80.00 73.20 72.80 70.00 66.70 67.80 66.44 59.64 60.00 63.30 63.40 52.92 57.78 56.45 55.60 50.00 52.20 47.69 40.00 February August February August February August February 2009 2009 2010 2010 2011 2011 2012 © Christine Moorman 8
  • 9. Customer metrics forecast strong rebound: Increase in number of customers entering markets, purchase volume and likelihood of buying related offerings Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics Figure 1.5. Customer Metrics – Forecasted Customer Outcomes in Next 12 Months 70% 64 62 62 60% 56 52 53 50 50% 48 52 Increased customer purchase volume 50 44 % 39 40% 43 37 Increased customer price per unit of Respondents 39 41 33 35 Customer will buy more related products 30% and services from my firm 25 My firm's ability to retain current 20% 17 customers has increased Increased entry of new customers into 10% the market August August August February 2009 2010 2011 2012 © Christine Moorman 9
  • 10. Customer priorities to shift from low price to service Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics Table 1.1. Rank order your Customer’s Top Priority in Next 12 Months Aug-11 Feb-12 % Change Low Price 24.1% 16.4% -32.0% Quality 24.1% 26.3% +9.1% Innovation 13.7% 10.0% -27.0% Service 13.7% 21.4% +56.2% Trust 19.3% 18.9% -2.1% Brand 6.8% 7.5% +10.3% © Christine Moorman 10
  • 11. Topic 2: Firm Growth Strategies 11 11
  • 12. Growth strategies expected to shift to product/service development & diversification Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics Types of Growth Strategies Table 2.1. How Growth Spending is Expected to Change* Existing New Actual Expected Products/ Products/ Percent Spending in Spending in Services Services Strategy Change Past 12 Next 12 Expected Months Months Market Product/Service Existing Market Penetration Development Markets Penetration 56.7% 50.2% -11% Strategy Strategy Strategy Market Development 15.5% 15.6% +1% Market Strategy New Diversification Markets Development Strategy Strategy Product/Service Development 19% 23.8% +25% Strategy Diversification 8.2% 10.5% +28% Strategy * % of spending across growth strategies © Christine Moorman 12
  • 13. Growth strategies vary by sector Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics Table 2.2. Expected Change in Sector Growth Spending Notable shifts in Next12 Months Relative to Prior Year • Less market penetration: B2B-Product (-17%) B2B B2B B2C B2C Products Services Products Services • Greater focus on new markets/new products: B2B-Services (+126%) and B2C-Products (+82%) Market Penetration Strategy -16.9% -11.5% -6.2% -7.2% • Greater focus on new services: B2C-Services (+27.5%) Market Development Strategy +17.0% +22.9% +21.6% +12.1% • Greater focus on new markets: B2B-Services (+23%) and B2C-Products (+22%) Product/Service Development Strategy +17.7% -32.4% -2.0% +27.5% Diversification Strategy +28.2% +125.6% +81.6% -28.2% © Christine Moorman 13
  • 14. Stable patterns of growth strategies overall; sector differences significant Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics Table 2.3. How Firms Will Grow in the Next 12 Months* Table 2.4. Sector Use of Growth Strategies – February 2012 Strategy Aug-10 Feb-11 Aug-11 Feb-12 Organic Growth via Growth from Growth from Organic Growth Acquisition Partnerships Licensing Growth 69.5% 72.0% 70.2% 70.6% B2B Product 67.4% 13.9% 12.9% 5.8% Growth from Acquisitions 10.8% 10.6% 11.4% 11.6% B2B-Service 74.4% 10.8% 10.9% 3.9% Growth from B2C-Product 71.6% 7.5% 13.6% 7.3% Partnerships 13.9% 11.8% 13.5% 12.6% B2C-Service 78.9% 8.6% 10.7% 1.8% Growth from licensing 5.8% 5.6% 5.1% 5.2% * Percentage of spending across growth strategies © Christine Moorman 14
  • 15. International sales to continue upward trajectory in next 12 months Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics Figure 2.1. Percentage of Company Sales Expected to be International in Next 12 Months 40% 35% 32.4% 30% 25% 24.7% 20% 18.7% 15% 10% 5% 0% August August February 2010 2011 2012 © Christine Moorman 15
  • 16. Which international market is your highest revenue growth market? Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics Figure 2.2. Which International Market is Your Table 2.5. Sector Differences in Key Emerging Markets Highest Revenue Growth Market? Brazil Russia India China Russia 1% B2B Product 6.8% 1.4% 2.7% 24.7% Other Western Europe Korea 20% 23% B2B-Service 5.3% 0% 5.3% 10.5% 1% India B2C-Product 10.3% 0% 3.4% 10.3% 3% Eastern Europe 2% Canada B2C-Service 12.5% 0% 0% 6.3% 16% Middle East 7% Brazil China 7% 15% New question in The CMO Survey Japan 2% Mexico 3% © Christine Moorman 16
  • 17. 20% sales revenue increase in top international market in last year Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics Average increase across all top international markets: 19.7% (SD = 32.1) New question in The CMO Survey Figure 2.3. Average Percent Increase in Sales Revenue from Top International Market 60% 50% 48.0 40% 34.9 30% 25.3 26.3 25.0 22.5 21.0 19.8 20% 16.6 16.0 13.8 10% 5.2 0% Brazil Canada China Eastern India Japan Korea Mexico Middle Other Russia Western Europe East Market Europe
  • 19. Growth in marketing budgets remains high: B2B-Product companies expect 2x-4x growth of other industries Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics Figure 3.1. % Change in Marketing Budgets in Next 12 Months Table 3.1. Sector Differences in Marketing Budgets Change in Marketing Spending % Change in 25% Marketing Spending 20% B2B Product 13.2% B2B-Service 6.2% 15% 9.2% B2C-Product 3.3% 9.1% 10% 8.1% 6.7% 4.6% 5.9% B2C-Service 5% 0.5% 1.1% 0% February August February August February August February 2009 2009 2010 2010 2011 2011 2012 © Christine Moorman 19
  • 20. Marketing spending on traditional advertising expected to plummet further (-161%) Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics Table 3.2. % Change in Marketing Spending in Next 12 Months Aug-11 Feb-12 % Change Traditional advertising* spending 1.3% -0.8% -161.5% Internet marketing spending 11.2% 12.8% +14.3% New product introductions 10.4% 8.5% -18.3% New service introductions 6.6% 4.2% -36.4% Customer relationship management 6.5% 7.1% +9.2% Brand building 5.7% 7.2% +26.3% *Refers to media advertising not using the web. © Christine Moorman 20
  • 21. Investments in building marketing knowledge remain strong Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics 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 Feb-12 Marketing research and intelligence 1.8% 3.2% 7.3% 5.6% 8.0% 6.2% 6.2% Marketing consulting services -4.5% 1.3% 2.9% 4.6% 4.7% 3.5% 1.7% Developing knowledge about how to do marketing 3.4% 3.0% 6.4% 6.6% 8.8% 6.4% 4.6% Integrating what we know about marketing 5.1% 4.1% 7.4% 8.9% 8.1% 6.0% 6.6% Marketing training 1.2% 0.7% 4.3% 3.6% 5.6% 3.1% 3.7% © Christine Moorman 21
  • 22. Marketing spending increases further to account for 10.4% of overall firm budgets Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics Figure 3.2. How Marketing Budgets Are Changing Over Time* 16% 14% 12% 10.4% 10.0% 10% 8.1% 8% 6% 4% 2% February… August… February… *Question asked in Feb-11 for the first time. © 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 Analytics 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% February 2012 8.7% 8.2% 16.1% 16.8% 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% February 2012 10.7% 12.3% 13.5% 4.7% 6.7% 8.8% 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% February 2012 8.4% 9.5% 18.0% © Christine Moorman 23
  • 24. Marketing spending as a percent of firm revenues Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics • Mean percentage: 8.5% New question in The CMO Survey • 95 percent confidence Interval around mean: 5.6%-11.5% Table 3.7. Marketing Spending as a Percentage of Firm Revenues by Economic Sector B2B B2B B2C B2C Product Services Product Services February 2012 7.3% 4.8% 13.8% 16.6 Table 3.8. 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 February 2012 11.8% 9.0% 14.7% 1.7% 2.8% 5.2% Table 3.9. Marketing Percentage of Firm Budget by Company Internet Sales 0% 1-10% >10% Internet Sales Internet Sales Internet Sales February 2012 6.3% 9.0% 14.4% © Christine Moorman 24
  • 25. Topic 4: Financial and Marketing Performance 25 25
  • 26. Company performance on financial metrics shows significant improvement Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics % Change Figure 4.1. Firm Performance in Prior 12 Months Feb-2011 to Feb-2012 Firm sales Firm profits Marketing ROI Firm Sales 20% 6% Firm Profits 14.7% 4.8% 5% Marketing ROI 29.6% 4.0% 3.8% 3.9% 4% 3.5% Firm 3.4% Performance 3% 3.4% on Metrics 3.0% 2.2% 2.2% 2.7% 2% 1.8% 1% 0% August February August February 2010 2011 2011 2012 © Christine Moorman 26
  • 27. Companies build key customer and brand assets Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics % Change Figure 4.2. Company Performance on Customer and Brand Metrics Feb-2011 to Feb-2012 Customer acquisition Customer retention Brand value Customer 41.3% 4.5% Acquisition 4.1% Customer 4.0% 31.5% Retention 3.5% 3.5% 3.2% 3.8% Brand Value 37.5% 2.9% 3.0% 3.2% Firm 2.5% Performance 2.6% 2.6% on Metrics 2.0% 2.2% 1.7% 1.5% 1.4% 1.6% 1.0% 0.5% 0.0% August August August February 2009 2010 2011 2012 © Christine Moorman 27
  • 28. Firm performance goals skyrocket: 40%-110% increases over current performance Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics Table 4.1. Company Performance and Goals Actual firm performance Goal in the % Increase in goal in prior 12 months next 12 months over performance Firm sales 4.8% 6.8% 42% Marketing return on investment 3.5% 5.1% 46% Firm profits 3.9% 6.2% 59% Customer acquisition 3.8% 5.7% 45% Customer retention 2.2% 4.6% 110% Brand value 4.1% 5.8% 41% © Christine Moorman 28
  • 29. B2B-Service companies top most metrics Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics Table 4.2. Sector Performance Metrics for Prior 12 Months B2B-Product B2B-Services B2C-Product B2C-Services Firm sales 7.0% 7.5% 6.6% 5.2% Marketing return on investment 4.9% 5.8% 4.3% 5.3% Firm profits 6.1% 6.7% 5.7% 5.6% Customer acquisition 5.8% 6.1% 5.2% 5.1% Customer retention 4.7% 5.2% 4.1% 3.6% Brand value 5.9% 5.8% 5.5% 6.0% © Christine Moorman 29
  • 30. Flat company performance on social and environmental indicators Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics Figure 4.3. Firm Performance on Social and Environmental Metrics in Past 12 Months February February February 2010 2011 2012 5 4 3.2 3.2 3.1 3.0 3.0 2.9 3 2 1 0 Marketing that is beneficial for society Minimize impact of marketing on environment * 5-point scale where 1 is “poor” and 5 is “excellent” 30
  • 31. Topic 5: Marketing and Social Media 31 31 31
  • 32. Social media spending growth continues: Expected to be 19.5% of marketing budgets in five years Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics Figure 5.1. Social Media Spending as a Percentage of Marketing Budgets Over Time 25% 19.5% 20% 15% Percentage of Total Marketing 10.8% Budget (%) 10% 7.4% 5% 0% Current Levels Next 12 Months Next 5 Years © Christine Moorman 32
  • 33. Sector differences in social media spending; B2C-Product companies lead al industry sectors Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics Table 5.1. Sector Differences in % Change in Social Media Spending August 2011 February 2012 B2B - Product 4.2% 6.2% B2B - Services 8.6% 7.4% Current Social B2C - Product 10.5% 9.6% Media Spending B2C - Services 5.9% 8.4% Overall 7.1% 7.4% B2B - Product 7.0% 9.4% B2B - Services 11.5% 10.1% Social Media Spending in the B2C - Product 13.6% 15.3% next 12 months B2C - Services 9.4% 11.7% Overall 10.1% 10.8% B2B - Product 13.4% 18.5% B2B - Services 18.3% 19.1% Social Media Spending in the B2C - Product 24.0% 23.0% next 5 years B2C - Services 17.3% 19.0% Overall 17.5% 19.5% © Christine Moorman 33
  • 34. Social media integration gap not closing Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics Question: How effectively is social media Figure 5.2. How Effectively Social Media is Integrated integrated with your firm’s marketing strategy? with Strategy 7-point scale (1=not integrated, 7=very integrated) Results: Social media remains poorly integrated 25% 22.0% with marketing strategy: 18.4% 20% 17.8% • Feb, 2012: Mean = 3.8, SD = 1.9 % of 15% 14.1% 11.9% • Feb, 2011: Mean = 3.8, SD = 2.0 Respondents 10% 8.6% 7.0% Table 5.2. Integration Scores by Sector 5% Mean (SD) 0% Feb-2012 1 2 3 4 5 6 7 Not at all Very B2B-Product 3.6 (2.1) Integrated Integrated B2B-Services 3.6 (1.9) B2C-Product 4.4 (1.5) B2C-Services 4.5 (1.6) © Christine Moorman 34
  • 35. Social media employment doubles inside and outside the company Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics Figure 5.3. Number of Employees In-House and Outsourced Performing Social Media for Company February February 2011 2012 10 9.0 8 6 5.3 4.0 4 1.8 2 0 Number of people employed in-house Number of individuals from outside vendors providing to do social media for company social media support for the company © Christine Moorman 35
  • 36. Topic 6: Marketing Jobs 36 36
  • 37. Marketing employment remains positive but growth slows Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics Figure 6.1. Percentage Change in Marketing Hires Planned Table 6.1. Percentage Increase in Marketing in Next 12 months Hires by Sector 25% B2B B2B B2C B2C Product Services Product Services 20% August 6.6% 3.7% 2.4% 0.1% 2010 15% February 3.7% 4.6% 5.1% 6.3% 2011 10% August 13.9% 11.3% 6.7% 2.3% 7.2% 2011 6.2% 5.2% February 4.0% 2.1% 4.5% 1.9% 4.5% 5% 2012 0% August February August February 2010 2011 2011 2012 © Christine Moorman 37
  • 38. Outsourcing of marketing flattens with recovery Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics Figure 6.2. Percentage of Company Marketing Expected to be Outsourced in Next 12 Months 25% 20% 15% 9.3% 10% 4.3% 4.5% 5% 3.2% 0% August February August February 2010 2011 2011 2012 © Christine Moorman 38
  • 40. Size of marketing groups double during economic recovery Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics Figure 7.1. Marketing Employees as a Percentage of Total Number of Employees 12% 11.0% 10% 8% 6% 4.2% 4% 2.4% 2.3% 2% 0% August August August February 2009 2010 2011 2012 © Christine Moorman 40
  • 41. External focus levels off as recovery strengthens Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics Figure 7.2. Firm Outside-In Activities: Information about customers and competitors … * February 2011 August 2011 February 2012 5.4 5.3 5.2 5.1 5.1 5.0 5.0 5 4.9 4.9 Mean Value* 4.8 4.8 4.8 4.8 4.8 4.7 4.7 4.7 4.7 4.6 4.6 4.6 4.6 4.4 4.2 Is collected on a regular Is shared vertically Is shared horizontally Shapes the design Influences the Impacts the basis across different levels across different functions of firm strategies implementation evaluation of firm of the firm and business and business units of firm strategies strategies 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; B2C-Product lowest retention levels Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics ), and 2009 (34.7 months). Figure 8.1. Marketing Leader Retention Table 8.1. Sector Differences in Retention August 2009 August 2010 August 2011 February 2012 Years in current role 12 B2B Product 5.5 years 10.5 10 B2B-Service 6.1 years 9.0 8.8 8.0 B2C-Product 3.9 years 8 B2C-Service 5.2 years Years 6 5.4 4.6 4.3 4.3 4 2 0 Top marketer time in current role in the firm Top marketer time in any role in the firm © Christine Moorman 43
  • 44. Marketer influence in firms holds during economic recovery Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics Figure 8.2. Number of Direct Reports to Top Marketer 10 9 8 7.3 7.2 7 6.0 6 Number of 4.6 5 Reports 4 3 2 1 August August August February 2009 2010 2011 2012 © Christine Moorman 44
  • 45. Marketing leadership increases on key strategic activities Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics Table 8.2. What Marketing Percentage of Companies Stronger marketing leadership : Does in Companies Using Marketing for Activity • Brand • Social media Activity Feb-11 Feb-12 • Competitive intelligence Positioning 79% 78% • New Products Promotion 81% 79% • CRM – Customer Relationship Management Brand 81% 84% • Targeting Marketing research 73% 71% • Pricing • Innovation Social media 71% 73% Competitive intelligence 58% 62% Maintaining marketing leadership: Public relations 65% 53% • Positioning Lead generation 53% 53% • Lead generation Market entry strategies 50% 46% • Customer service New products 44% 52% Weaker marketing leadership: CRM 38% 41% • Promotion Targeting/Market selection 31% 35% • Marketing research Sales 32% 30% • Public relations Pricing 30% 34% • Market entry • Sales Innovation 33% 39% Customer service 22% 21% Small but growing leadership on managing stock Stock market performance 0.4% 1.2% market performance 45
  • 46. Best Practice from Marketing Leaders www.cmosurvey.org/cmo-insights/ Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics Chief Marketing Officer Kim Feil discusses how she built a marketing function. From insights to accountability, she describes the organization, processes, metrics and talent management strategies important to this effort. Executive Vice President and Chief Marketing Officer Geert van Kuyck shares ideas on building the essential skill set for CMOs and the importance of defining the CMO’s mission. He discusses the use of the Net Promoter Score and other metrics to evaluate business results at Philips, touching on Philips’ engagement with LinkedIn and social media metrics. Executive Vice President and Chief Marketing Officer Stephen Quinn describes how Walmart rebuilt its customer focus. Key steps involved harnessing internal support, generating market insight, using customer-focused metrics, living the brand internally, and building marketing talent. The results have been impressive for this world-class retailer. Global Marketing Officer Marc Pritchard shares his viewpoints on how marketing contributes to P&G’s performance. He talks about how P&G learns about customers and how it is relentless in its attention to building loyal customers and strong brands in the store, on the web, and around the world. © Christine Moorman 46
  • 48. Spending on marketing analytics to increase 60% in three years Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics Figure 9.1. Percent of Marketing Budget Spent on Marketing Analytics Table 9.1. Firm Size Differences 12% In Next 3 Current years 10% 9.1% <$25M 4.8% 7.3% 8% $26-99M 4.2% 11.3% 6% 5.5% 7.6% $100-499M 5.7% 4% $500-999M 2.8% 8.8% 2% $1-9.9B 7.1% 10.2% 0% $10+B 7.3% 10.8% Current Levels In Next 3 Years © Christine Moorman 48
  • 49. Size of marketing analytics groups to increase as well Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics Figure 9.2. Number of People Employed in Company Table 9.2. Firm Size Differences in Marketing Analytics In Next 3 8 Current years 6.9 <$25M 1.1 1.3 5.8 Number of 6 $26-99M 1.1 1.4 Company Employees $100-499M 1.8 2.9 4 $500-999M 1.4 2.5 $1-9.9B 9.1 10.1 $10+B 26.4 32.4 2 Current In Next 3 Years © Christine Moorman 49
  • 50. Most decisions fail to use marketing analytics Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics Figure 9.3. Percentage of Projects Company Using Marketing Analytics 70% 63% 60% 50% 37% 40% 30% 20% 10% 0% Uses analytics Do not use analytics © Christine Moorman 50
  • 51. Marketing analytics not formally evaluated in most companies Marketplace Growth Spending Performance Social Media Jobs Organization Leadership Analytics Figure 9.4. Does Your Company Formally Evaluate the Quality of Marketing Analytics? 80% 70% 67% 60% 50% 40% 33% 30% 20% 10% 0% Evaluate quality Do not evaluate quality © Christine Moorman 51
  • 52. The 2012 CMO Survey Award for Marketing Excellence – Overall Winner Participants were asked to nominate a company in response to the question: Which company across all industries sets the standard for excellence in marketing? Apple, Inc. © Christine Moorman 52
  • 53. The 2012 CMO Survey Award for Marketing Excellence – Industry Winners Participants were asked to nominate a company in response to the question: Which company in your industry sets the standard for excellence in marketing? Procter & Gamble Google General Electric Retail (Consumer Packaged Goods) (Services) (Manufacturing) (McDonald’s) © Christine Moorman 53
  • 54. Preview Next survey: The CMO Survey will be administered again in July 2012 To participate: Sign up at http://www.cmosurvey.org/participate/ Media: Will be posted to http://www.cmosurvey.org/category/news/ Feedback: Send your thoughts to moorman@duke.edu © Christine Moorman 54