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Highlights and Insights
     February 2010




                          © Christine Moorman
About The CMO Survey
         Mission
             - The CMO Survey collects and disseminates the opinions of top marketers in order to
               predict the future of markets, track marketing excellence, and improve the value of
               marketing in firms and society.

         Survey Operation
             - Founded in August 2008, The CMO Survey is administered twice a year via an Internet
               survey. Questions repeat over time so trends can be discerned.
             - This is the 4th administration.

         Sponsoring Organizations


         Lead Researcher
                                                 Professor Christine Moorman
                                                 T. Austin Finch, Sr. Professor of Business Administration


© Christine Moorman                                                                                          2
Survey Methodology
         • Survey Sample
             - 4,336 Top Marketers at Fortune 1000, Forbes Top 200, CMO Club companies, and
               Top Marketers who are AMA Members or Duke University Alumni and Friends
             - 612 responded for a 14.1 % response rate
             - 81.1% of respondents hold a rank of VP, CMO, or higher

         • Survey Administration
             - Email contact with three follow-up reminders
             - Survey in field from January 13-27, 2010

         • 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                     5-9

        Topic 2: Firm Growth Strategies                  10-12

        Topic 3: Marketing Spending                      13-16

        Topic 4: Marketing Performance                   17-19

        Topic 5: Marketing Excellence                    20-21

        Topic 6: Marketing Organization and Leadership   22-25

        Topic 7: Marketing and Social Media              26-28

        Topic 8: Marketing Jobs                          29-33

        What’s on Marketers’ Minds?                      34-35

© Christine Moorman                                              4
Topic 1:
Marketplace Dynamics




                       55
Marketer optimism about overall
   economy continues upward trend
  Marketplace           Growth     Spending     Performance     Excellence           Organization                 Social Media                    Jobs



    Figure 1.1. How optimistic are you about the overall U.S.     Figure 1.2. Are you more or less optimistic about the
    economy on a 0-100 scale with 0 being the least               overall U.S. economy compared to last quarter?
    optimistic and 100 the most optimistic?
   70                                                                         February 2010              August 2009             February 2009


   60           57.78               56.45                                                                                                     62.1
                                                                  More Optimistic                                                            59

                                                   47.69                                             17.3
   50


   40                                                                                                         28.9
                                                                       No Change                            26
   30                                                                                                              32


   20                                                                                        9
                                                                   Less Optimistic                  15
   10                                                                                                                                 50.7


    0                                                                                0     10       20       30         40       50      60         70

          February 2010          August 2009   February 2009                                 Percentage of Respondents (%)

© Christine Moorman                                                                                                                                      6
… but now it’s personal
  Marketplace         Growth      Spending         Performance           Excellence         Organization                    Social Media               Jobs



      Marketer optimism about the overall economy               Figure 1.3. Are you more or less optimistic about your
       and optimism about firms are now on par--62.1%            own company compared to last quarter?
       for economy and 63.9% for companies.
                                                                                            February 2010              August 2009          February 2009

      Compared to August 2009, when Marketer
                                                                                                                                                         63.9
       optimism about the overall economy ticked up to
                                                                 More optimistic                                                           48.2
       59%, but optimism about their own companies
                                                                                                                       31
       remained at 48.2%.

                                                                                                                25.6
      Marketers expect their firms to participate in the
                                                                     No change                                       31.4
       anticipated recovery.
                                                                                                                   28.9


                                                                                            10.6
                                                                 Less optimistic                         20.4
                                                                                                                                  40

                                                                                   0   10           20           30          40        50         60          70

                                                                                                   Percentage of Respondents (%)


© Christine Moorman                                                                                                                                           7
Customer activity expected to soar on
   key revenue metrics
  Marketplace         Growth    Spending                                     Performance              Excellence             Organization            Social Media               Jobs



      Major uptick in expected customer                                           Figure 1.4. Customers Improve on all Revenue Metrics
       purchase volume, price per unit,
                                                                                                      February 2010          August 2009         February 2009
       purchase of related products and
                                                                              70
       services, customer retention, and                                               66
       entry of new customers into market.

                                             Percentage of Respondents (%)
                                                                              60
                                                                                                                                 54

                                                                              50            48                                                        47
                                                                                                                                      44                                   45

                                                                                                                                                           39
                                                                              40                                                                                37
                                                                                                                                                                                35
                                                                                                                                            32
                                                                                                 30
                                                                              30                            26                                                                       27


                                                                              20                                   17
                                                                                                                        14

                                                                              10


                                                                               0
                                                                                   Increased customer Increased customer       Customer will buy My firm's ability to    Increased entry of
                                                                                     purchase volume     price per unit          more related       retain current      new customers into
                                                                                                                                 products and      customers has             the market
                                                                                                                             services from my firm    increased
© Christine Moorman                                                                                                                                                                    8
Channel partners rebound as well
  Marketplace         Growth     Spending         Performance                                      Excellence          Organization            Social Media             Jobs


      August 2009 showed partners not performing                                                Figure 1.5. Channel Partners Improve on Revenue Metrics
       well. February 2010 indicates they are waking
                                                                                                         February 2010         August 2009         February 2009
       up.
                                                                                            60




                                                            Percentage of Respondents (%)
                                                                                                    52
      More companies will go directly to customer                                          50
       (from 24% to 30%). This is reflected in internet                                                                                       40
                                                                                            40           36
       spending discussed in Section 3.                                                                                                                           30
                                                                                            30                  25                                 24                  24 26
                                                                                                                        19                              19
                                                                                            20                               14
                                                                                                                                  10
                                                                                            10

                                                                                             0
                                                                                                  Increased partner   Increased partner   Partner will buy more My firm will deal
                                                                                                  purchase volume       price per unit    related products and directly with end
                                                                                                                                          services from my firm customer more, not
                                                                                                                                                                 through channel




© Christine Moorman                                                                                                                                                            9
Topic 2:
Firm Growth Strategies




                         10
                          10
Growth through diversification
  Marketplace         Growth           Spending               Performance   Excellence              Organization              Social Media      Jobs



      Types of Growth Strategies                                                 Table 2.1. Growth Spending in Next 12 Months*
                                Current              New
                               Products/           Products/                               Strategy                Feb-2009        Aug-2009   Feb-2010
                               Services            Services
                                                                                            Market
                             Market           Product/Service                             Penetration                48%              46%       44%
          Current                                                                          Strategy
          Markets          Penetration         Development
                            Strategy             Strategy                                   Market
                                                                                         Development                 18%              18%       18%
                                                                                           Strategy
                             Market                                                  Product/Service
           New                                    Diversification
          Markets         Development                                                 Development                    24%              26%       26%
                                                     Strategy
                            Strategy                                                    Strategy
                                                                                         Diversification
                                                                                            Strategy                 10%              10%       13%

                                                                                   * % of spending across growth strategies


        Sector differences: B2B-Product firms expect the biggest reduction in market penetration (from 44% to 39%) and the biggest
        increase in diversification (from 10.8% to 15%)

© Christine Moorman                                                                                                                                    11
Growth via partnerships and
  acquisitions continues to increase
  Marketplace         Growth    Spending         Performance      Excellence         Organization           Social Media            Jobs


                                                               Table 2.2. How Firms Will Grow in the Next 12 Months*
      Organic growth continues to dominate growth
       strategies.                                                   Strategy             Feb-2009         Aug-2009        Feb-2010

                                                                Growth from your
      Small decrease in internal growth met by small                                      70.9%             70.3%          69.5%
                                                                 firm internally
       increases in acquisitions and partnerships.                 Growth from
                                                                                            8.8%             9.7%           10.4%
                                                                   acquisitions
                                                                   Growth from
                                                                                           13.3%             13.4%          14.7%
                                                                   partnerships
                                                                   Growth from
                                                                                            7.0%             6.6%           5.4%
                                                                    licensing
                                                               * Percentage of spending across growth strategies




© Christine Moorman                                                                                                                        12
Topic 3:
Marketing Spending




                     13
                      13
Marketing Spending Up
  Marketplace         Growth    Spending           Performance             Excellence         Organization             Social Media              Jobs



      Overall marketing budgets are expected to rise             Figure 3.1. % Change in Marketing Spending in Next 12 Months
       by 5.9% -- the largest expected increase in a             15.0%
       year: Aug-09 (1.1%) and Feb-09 (0.5%)

                                                                                                                                      Overall marketing
      Internet marketing expenditures account for the           10.0%                                                                spending
       largest increase: 12.2%                                                                                                        Traditional advertising
                                                                                                                                      spending
      Traditional advertising spending change remains            5.0%                                                                Internet marketing
                                                                                                                                      spending
       negative (-2.5%), but smaller losses than in Aug-
       09 (-7.9%) and Feb-09 (-7.3%).                                                                                                 New product
                                                                                                                                      introductions
                                                                  0.0%
                                                                                                                                      New service
      Investments in key marketing assets rise:                                                                                      introductions*
                                                                                                                                      Customer relationship
        - Brand building (from 1.8% in Feb-09, 4.5% in            -5.0%                                                               management*
          Aug-09 to 6.9% in Feb-10).                                                                                                  Brand building

        - CRM (from 6.4% in Aug-09 to 9.9% in Feb-10).           -10.0%
                                                                             Feb-09          Aug-09           Feb-10
                                                                      * Question not asked in February 2009

© Christine Moorman                                                                                                                                     14
Marketing spending priorities vary
   across sectors
  Marketplace         Growth   Spending           Performance           Excellence      Organization     Social Media       Jobs



    Sector Differences:                                         Figure 3.2. % Change in Marketing Spending by Sector in Next
                                                                12 months
    • Brand building: B2B-Service firms (+11.8%) vs.            10.0%
      (+4.3%) average across sectors
                                                                 8.0%
    • Customer relationship management: B2B-
      Service firms (+13.6%) vs. (+7.5%) average                 6.0%
      across other sectors
                                                                 4.0%
    • New service introductions: B2B-Service
      (+10.4%) vs. (+5.3%) average across other                  2.0%                                                   B2B - Product
      sectors                                                                                                           B2B - Services
                                                                 0.0%
                                                                                                                        B2C - Product
    • New product introductions: B2B firm (+11.25%)
      vs. B2C firms (+4.7%)                                     -2.0%                                                   B2C - Services

                                                                -4.0%

                                                                -6.0%

                                                                -8.0%
                                                                               Feb-09      Aug-09      Feb-10




© Christine Moorman                                                                                                                15
Spending on marketing knowledge and
  services rebounds
  Marketplace         Growth     Spending         Performance           Excellence    Organization            Social Media            Jobs



      Marketing consulting services had been negative          Figure 3.3. Firm Spending Increase on Marketing Knowledge
       (Feb-09) or very small (Aug-09). A 2.9% increase         in Next 12 Months
       may signal revitalization of the industry.               8.0%
                                                                                                                        Marketing research
                                                                                                                        and intelligence
                                                                6.0%
        -   Biggest increase from B2B-Services (+4.5%)
                                                                                                                        Marketing consulting
                                                                4.0%                                                    services
      Increases in research and intelligence (+7.3%) likely
       indicate firms are investing to search for growth                                                                Developing
                                                                2.0%
       opportunities.                                                                                                   knowledge about
                                                                                                                        how to do marketing
                                                                0.0%                                                    Integrating what we
        -   Biggest increase from B2B-Services (+10.6%)                                                                 know about
                                                                -2.0%                                                   marketing
      Emphasis remains on developing knowledge about                                                                   Marketing (non-
                                                                                                                        sales) hires
       how to do marketing (+6.4%) and integrating what we      -4.0%
       know about marketing (+7.4%)
                                                                                                                        Marketing training
                                                                -6.0%
                                                                            Feb-09   Aug-09          Feb-10



© Christine Moorman                                                                                                                          16
Topic 4:
Marketing Performance




                        17
                         17
Firm performance metrics mixed;
  goals up!
  Marketplace         Growth        Spending           Performance         Excellence        Organization      Social Media            Jobs



           Table 4.1. Firm Performance on Financial Metrics

                                                     Actual firm            Actual firm            Actual firm      Goal in the next
                                               performance Feb-2009   performance Aug-2009   performance Feb-2010     12 months

            Firm sales*                                                      -0.6%                    - 0.1%                  6.1%

            Market share                              3.0%                    2.2%                     1.6%                   4.7%

            Marketing return on investment            2.6%                    1.9%                     1.9%                   5.2%

            Firm profits                               1.6%                   0.5%                     0.6%                   6.0%

            Customer acquisition                      3.3%                    2.6%                     2.1%                   5.3%

            Customer retention                        2.3%                    1.4%                     1.7%                   4.7%

            Brand value                               3.7%                    3.2%                     2.6%                   5.7%

           * Question not asked in February 2009




© Christine Moorman                                                                                                                           18
Marketers focus on “going green”
  remains moderate and unchanged
  Marketplace         Growth    Spending               Performance             Excellence        Organization       Social Media   Jobs


                                        Figure 4.1. Firm Performance on Social Metrics

                                        February 2010            August 2009          February 2009
                                5

                               4.5

                                4

                               3.5                                   3.2
                                                  3        3.1                               3        3.1       3
                                3

                Mean Values* 2.5
                                2

                               1.5

                                1

                               0.5

                                0

                                           Marketing that is beneficial for         Marketing that minimizes the impact
                                                      society                         on the ecological environment

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


© Christine Moorman                                                                                                                       19
Topic 5:
Marketing Excellence




                       20
                        20
Peers nominate firms for marketing
  excellence across sectors, industries
  Marketplace         Growth   Spending     Performance   Excellence   Organization      Social Media   Jobs


        Winners of The CMO Survey Award for Marketing
                                                                             Honorable Mentions
                   Excellence, February 2010




© Christine Moorman                                                                                            21
Topic 6:
Marketing Organization and
Leadership




                             22
                              22
Marketing and sales share customers in
   most companies
  Marketplace         Growth                                    Spending                Performance           Excellence         Organization              Social Media   Jobs


                                                           Figure 6.1. The Marketing-Sales Relationship

                                                                                February 2010          August 2009          February 2009
                                                      80
                                                                           74
                                                                  70               69
                                                      70
                      Percentage of Respondents (%)




                                                      60


                                                      50


                                                      40


                                                      30


                                                      20
                                                                                                             13.1                                     12
                                                                                                      11.4            11              9.7       8.3
                                                      10


                                                       0
                                                           Sales and marketing work on an        Marketing is within the sales   Sales is within the marketing
                                                                     equal basis                          function                         function


© Christine Moorman                                                                                                                                                              23
Marketing leaders retained through
  economic crisis
  Marketplace         Growth         Spending             Performance                Excellence            Organization        Social Media               Jobs



      Top marketers continue to beat oft-cited 231 and                                    Figure 6.2. Marketing Leader Retention
       281 month survival averages.
                                                                                            February 2010            August 2009      February 2009
                                                                                      10
      Given length of time in firms (~8.6 years),
       marketing leaders appear to be appointed from                                   9                                            8.6
                                                                                                                                                    8.3
       within.                                                                                                                                8
                                                                                       8

                                                                                       7

                                                                                       6



                                                                             Years
                                                                                       5           4.5               4.4
                                                                                                            4.3
                                                                                       4

                                                                                       3

                                                                                       2

                                                                                       1

                                                                                       0
    1. http://content.spencerstuart.com/sswebsite/pdf/lib/CMO_brochureU1.pdf                       Top marketer time in            Top marketer time in
    2. http://www.btobonline.com/apps/pbcs.dll/article?AID=/20090130/FREE/901309991/1078          current role in the firm          any role in the firm


© Christine Moorman                                                                                                                                              24
Investments in building strategy
  from the outside-in rebounds
  Marketplace           Growth           Spending               Performance               Excellence         Organization            Social Media              Jobs


   Firms invest more in learning about markets and in using market information to drive strategy

                  Figure 6.3. Firm Market Orientation* and Strategy                                                              February 2010            August 2009
           5.4

                         5.2
           5.2

                                 5
            5
                                                                                                                               4.9                      4.9
                                                                                                       4.8
Mean       4.8
                                                    4.7                                                                               4.7
Value**                                                                       4.6   4.6                      4.6                                                4.6
           4.6
                                                          4.5

           4.4


           4.2


            4
                   Is collected on a regular Is shared vertically across Is shared horizontally Shapes the design of firm     Influences the     Impacts the evaluation of
                             basis            different levels of the firm across different functions strategies          implementation of firm     firm strategies
                                                  and business units          and business units                                strategies

                 *Rate the extent to which your firm engages in the following market-oriented behaviors. Information about customers and competitors….
                  ** 7-point scale where 1 is not at all and 7 is very frequently
© Christine Moorman                                                                                                                                                   25
Topic 7:
Marketing and Social Media




                             26
                              26
                              26
Social media spending continues to
  accelerate
  Marketplace         Growth    Spending         Performance                                          Excellence         Organization            Social Media                  Jobs


   Fast-growing spending exceeds August 2009                                                        Figure 7.1. Social Media Spending Over Time
    levels.
                                                                                                                                                February 2010          August 2009
                                                                                                20
   Within 1 year, social media is expected to be 10%                                           18
                                                                                                                                                                17.7




                                                               Percentage of Total Budget (%)
    of all marketing budgets and nearly 18% in 5
                                                                                                16
    years.                                                                                                                                                              13.7
                                                                                                14

                                                                                                12
                                                                                                                                    9.9
                                                                                                10

                                                                                                 8
                                                                                                                                          6.1
                                                                                                            5.6
                                                                                                 6

                                                                                                 4                 3.5

                                                                                                 2

                                                                                                 0
                                                                                                        Current marketing      Marketing budget           Marketing budget
                                                                                                       budget spending on     spending on social         spending on social
                                                                                                          social media        media in the next 12      media in the next five
                                                                                                                                   months                       years



© Christine Moorman                                                                                                                                                                   27
Social media spending sector
   differences
  Marketplace         Growth     Spending          Performance            Excellence            Organization        Social Media           Jobs


   Biggest increase in current social media spending            Table 7.2. Sector Differences in % Change in Social Media Spending
    among B2C-Services companies (from 2.9% to                                                                 Aug-2009            Feb-2010
    6.9%).
                                                                                       B2B - Product            2.5%                3.4%
   Largest increase in next year to come from B2B-                                    B2B - Services           3.9%                6.5%
                                                                    Current
    Service companies (from 6.5% to 11%).                         Social Media         B2C - Product            5.3%                6.7%
                                                                   Spending            B2C - Services           2.9%                6.9%
   Within 5 years, industries generally on par with
                                                                                          Overall               3.5%                5.6%
    social media spending.
                                                                                       B2B - Product            4.5%                7.4%
                                                                  Social Media
                                                                                       B2B - Services           6.5%                11.0%
                                                                  Spending in
                                                                  the next 12          B2C - Product            7.5%                11.6%
                                                                    months             B2C - Services           8.8%                10.7%
                                                                                          Overall               6.1%                9.9%
                                                                                       B2B - Product            12.6%               15.3%
                                                                  Social Media
                                                                                       B2B - Services           13.5%               18.9%
                                                                  Spending in
                                                                   the next 5          B2C - Product            15.0%               18.9%
                                                                     years             B2C - Services           15.4%               18.5%
                                                                                          Overall               13.7%               17.7%


© Christine Moorman                                                                                                                               28
Topic 8: Marketing Jobs




                          29
                           29
Marketing hires to increase; marketing
  layoffs stop
  Marketplace         Growth        Spending    Performance                                            Excellence            Organization            Social Media              Jobs


   Compared to the number of marketing hires last                                                     Figure 8.1. Absolute number of marketing people hired
    year, by what percentage will your firm’s
    marketing hires change:                                                                            100.0%

                                                                                                        90.0%




                                                              Percentage of Companies Responding (%)
    -    In the next 6 months: +8.2%                                                                    80.0%

    -    In the next year: +12.9%                                                                       70.0%
                                                                                                                                                               We will not let go of
                                                                                                        60.0%                                                  more marketing
    -    In the next two years: +24.1%                                                                                                                         people
                                                                                                        50.0%                                                  We will make no
                                                                                                                                                               marketing hires
                                                                                                        40.0%

                                                                                                        30.0%                                                  We will make
                                                                                                                                                               marketing hires
                                                                                                        20.0%

                                                                                                        10.0%

                                                                                                         0.0%
                                                                                                                    Next 6     Next 12      Next 2
                                                                                                                    months     months       years



© Christine Moorman                                                                                                                                                                    30
It’s a buyer’s market for marketing job
   seekers
  Marketplace         Growth    Spending         Performance                              Excellence           Organization           Social Media         Jobs



    Companies to emphasize hiring in the open                               Figure 8.2. Types of marketing hires firms will emphasize*
     market (46%) and luring talent from competitors                    50
                                                                                   46.2
     (24%).                                                             45

                                                                        40
    Experience emphasized as only 27.1% of hires
                                                                        35
     expected to come from universities.

                                                       Percentage (%)
                                                                        30
                                                                                                       24
                                                                        25

                                                                        20
                                                                                                                    15
                                                                        15
                                                                                                                               11.5
                                                                        10

                                                                         5                                                                           2.6
                                                                                                                                                             0.6
                                                                         0
                                                                               Hire in the       Lure from        New     New masters Hire back      New Ph.D.
                                                                              open market        other firms   undergrads (MS or MBA) people we laid
                                                                                                                                           off
                                                                             *Allocate 100 points across the types of marketing hires your firm will emphasize


© Christine Moorman                                                                                                                                                31
Marketing skills emphasize
  management of new media and growth
  Marketplace         Growth       Spending           Performance                      Excellence          Organization          Social Media                Jobs



    Internet marketing tops the list of skills sought                          Figure 8.3. Top three skill sets prioritized in marketing hires
     in marketing hires. This priority is also                             60
                                                                                  54
     reflected in spending on internet marketing—
     which showed the largest increase in                                  50            46.3       45.2   44.5
     marketing spending.



                                                          Percentage (%)
                                                                           40

    Improving management of top line through                                                                      28.8   27.8
                                                                           30
     innovation and growth skills is second.
                                                                                                                                   19.9
                                                                           20                                                                   18.1
    Skills related to managing the firm’s key
     marketing assets (customer and brand) also                            10
                                                                                                                                                       8.9
                                                                                                                                                                    6.4
     important.
                                                                            0
    Traditional marketing skills, such as
     marketing research, advertising, distribution,
     and pricing de-emphasized.




© Christine Moorman                                                                                                                                                 32
The outsourcing of marketing will
   continue to accelerate
  Marketplace         Growth     Spending          Performance           Excellence              Organization            Social Media              Jobs


    72% of all companies outsource some aspect of                     Figure 8.4. How marketing outsourcing is expected to change in
     marketing.                                                        the next year
                                                                 60%
    Half of all companies will not change marketing
     outsourcing in the next year.
                                                                 50%                                             48%


    41% of companies will increase outsourcing.
                                                                 40%

      - Future surveys will explore outsourcing in
        more detail. However, given spending on                  30%
        internet marketing and new growth and focus
        on these skills in hiring, we expect that some
                                                                 20%
        of these marketing activities are currently                                                                                       17%

        being outsourced.                                                                                                    12%                      12%
                                                                 10%
                                                                                        6%
                                                                          3%                         2%
                                                                 0%
                                                                          10%           5-9%        1-4%          No        1-4%          5-9%        10%+
                                                                        decrease      decrease    decrease      change    increase      increase    increase


© Christine Moorman                                                                                                                                       33
What’s on Marketers’ Minds?




                              34
                               34
When asked what question they
     would like to ask other CMOs, ROI
     concerns dominated
          Key Question: Marketing and ROI
          • What marketing activities and strategies improve
            ROI?
                                                                Look to the
          • What metrics are used for ROI? How do these
                                                                August 2010
            vary by industry?                                   survey for a
          • What metrics are used to measure ROI for social    bonus section
            media?
                                                               on Marketing
          • How do you measure ROI on customer insights?
                                                                    ROI
          • What ROI metrics are top management most
            focused on in your firm?




© Christine Moorman                                                            35
Next Steps
         Future surveys
             - The CMO Survey will be administered again in August 2010.


         To get involved
             - If you are not a current participant, sign up at
               http://faculty.fuqua.duke.edu/cmosurvey/participate/


         Media
             - Media follow ups related to this data will be posted to
               http://faculty.fuqua.duke.edu/cmosurvey/media/


         Feedback
             - Send your thoughts to me at moorman@duke.edu




© Christine Moorman                                                        36

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The Cmo Survey Highlights And Insights, February 2010

  • 1. Highlights and Insights February 2010 © Christine Moorman
  • 2. About The CMO Survey Mission - The CMO Survey collects and disseminates the opinions of top marketers in order to predict the future of markets, track marketing excellence, and improve the value of marketing in firms and society. Survey Operation - Founded in August 2008, The CMO Survey is administered twice a year via an Internet survey. Questions repeat over time so trends can be discerned. - This is the 4th administration. Sponsoring Organizations Lead Researcher Professor Christine Moorman T. Austin Finch, Sr. Professor of Business Administration © Christine Moorman 2
  • 3. Survey Methodology • Survey Sample - 4,336 Top Marketers at Fortune 1000, Forbes Top 200, CMO Club companies, and Top Marketers who are AMA Members or Duke University Alumni and Friends - 612 responded for a 14.1 % response rate - 81.1% of respondents hold a rank of VP, CMO, or higher • Survey Administration - Email contact with three follow-up reminders - Survey in field from January 13-27, 2010 • 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 5-9 Topic 2: Firm Growth Strategies 10-12 Topic 3: Marketing Spending 13-16 Topic 4: Marketing Performance 17-19 Topic 5: Marketing Excellence 20-21 Topic 6: Marketing Organization and Leadership 22-25 Topic 7: Marketing and Social Media 26-28 Topic 8: Marketing Jobs 29-33 What’s on Marketers’ Minds? 34-35 © Christine Moorman 4
  • 6. Marketer optimism about overall economy continues upward trend Marketplace Growth Spending Performance Excellence Organization Social Media Jobs Figure 1.1. How optimistic are you about the overall U.S. Figure 1.2. Are you more or less optimistic about the economy on a 0-100 scale with 0 being the least overall U.S. economy compared to last quarter? optimistic and 100 the most optimistic? 70 February 2010 August 2009 February 2009 60 57.78 56.45 62.1 More Optimistic 59 47.69 17.3 50 40 28.9 No Change 26 30 32 20 9 Less Optimistic 15 10 50.7 0 0 10 20 30 40 50 60 70 February 2010 August 2009 February 2009 Percentage of Respondents (%) © Christine Moorman 6
  • 7. … but now it’s personal Marketplace Growth Spending Performance Excellence Organization Social Media Jobs  Marketer optimism about the overall economy Figure 1.3. Are you more or less optimistic about your and optimism about firms are now on par--62.1% own company compared to last quarter? for economy and 63.9% for companies. February 2010 August 2009 February 2009  Compared to August 2009, when Marketer 63.9 optimism about the overall economy ticked up to More optimistic 48.2 59%, but optimism about their own companies 31 remained at 48.2%. 25.6  Marketers expect their firms to participate in the No change 31.4 anticipated recovery. 28.9 10.6 Less optimistic 20.4 40 0 10 20 30 40 50 60 70 Percentage of Respondents (%) © Christine Moorman 7
  • 8. Customer activity expected to soar on key revenue metrics Marketplace Growth Spending Performance Excellence Organization Social Media Jobs  Major uptick in expected customer Figure 1.4. Customers Improve on all Revenue Metrics purchase volume, price per unit, February 2010 August 2009 February 2009 purchase of related products and 70 services, customer retention, and 66 entry of new customers into market. Percentage of Respondents (%) 60 54 50 48 47 44 45 39 40 37 35 32 30 30 26 27 20 17 14 10 0 Increased customer Increased customer Customer will buy My firm's ability to Increased entry of purchase volume price per unit more related retain current new customers into products and customers has the market services from my firm increased © Christine Moorman 8
  • 9. Channel partners rebound as well Marketplace Growth Spending Performance Excellence Organization Social Media Jobs  August 2009 showed partners not performing Figure 1.5. Channel Partners Improve on Revenue Metrics well. February 2010 indicates they are waking February 2010 August 2009 February 2009 up. 60 Percentage of Respondents (%) 52  More companies will go directly to customer 50 (from 24% to 30%). This is reflected in internet 40 40 36 spending discussed in Section 3. 30 30 25 24 24 26 19 19 20 14 10 10 0 Increased partner Increased partner Partner will buy more My firm will deal purchase volume price per unit related products and directly with end services from my firm customer more, not through channel © Christine Moorman 9
  • 10. Topic 2: Firm Growth Strategies 10 10
  • 11. Growth through diversification Marketplace Growth Spending Performance Excellence Organization Social Media Jobs Types of Growth Strategies Table 2.1. Growth Spending in Next 12 Months* Current New Products/ Products/ Strategy Feb-2009 Aug-2009 Feb-2010 Services Services Market Market Product/Service Penetration 48% 46% 44% Current Strategy Markets Penetration Development Strategy Strategy Market Development 18% 18% 18% Strategy Market Product/Service New Diversification Markets Development Development 24% 26% 26% Strategy Strategy Strategy Diversification Strategy 10% 10% 13% * % of spending across growth strategies Sector differences: B2B-Product firms expect the biggest reduction in market penetration (from 44% to 39%) and the biggest increase in diversification (from 10.8% to 15%) © Christine Moorman 11
  • 12. Growth via partnerships and acquisitions continues to increase Marketplace Growth Spending Performance Excellence Organization Social Media Jobs Table 2.2. How Firms Will Grow in the Next 12 Months*  Organic growth continues to dominate growth strategies. Strategy Feb-2009 Aug-2009 Feb-2010 Growth from your  Small decrease in internal growth met by small 70.9% 70.3% 69.5% firm internally increases in acquisitions and partnerships. Growth from 8.8% 9.7% 10.4% acquisitions Growth from 13.3% 13.4% 14.7% partnerships Growth from 7.0% 6.6% 5.4% licensing * Percentage of spending across growth strategies © Christine Moorman 12
  • 14. Marketing Spending Up Marketplace Growth Spending Performance Excellence Organization Social Media Jobs  Overall marketing budgets are expected to rise Figure 3.1. % Change in Marketing Spending in Next 12 Months by 5.9% -- the largest expected increase in a 15.0% year: Aug-09 (1.1%) and Feb-09 (0.5%) Overall marketing  Internet marketing expenditures account for the 10.0% spending largest increase: 12.2% Traditional advertising spending  Traditional advertising spending change remains 5.0% Internet marketing spending negative (-2.5%), but smaller losses than in Aug- 09 (-7.9%) and Feb-09 (-7.3%). New product introductions 0.0% New service  Investments in key marketing assets rise: introductions* Customer relationship - Brand building (from 1.8% in Feb-09, 4.5% in -5.0% management* Aug-09 to 6.9% in Feb-10). Brand building - CRM (from 6.4% in Aug-09 to 9.9% in Feb-10). -10.0% Feb-09 Aug-09 Feb-10 * Question not asked in February 2009 © Christine Moorman 14
  • 15. Marketing spending priorities vary across sectors Marketplace Growth Spending Performance Excellence Organization Social Media Jobs Sector Differences: Figure 3.2. % Change in Marketing Spending by Sector in Next 12 months • Brand building: B2B-Service firms (+11.8%) vs. 10.0% (+4.3%) average across sectors 8.0% • Customer relationship management: B2B- Service firms (+13.6%) vs. (+7.5%) average 6.0% across other sectors 4.0% • New service introductions: B2B-Service (+10.4%) vs. (+5.3%) average across other 2.0% B2B - Product sectors B2B - Services 0.0% B2C - Product • New product introductions: B2B firm (+11.25%) vs. B2C firms (+4.7%) -2.0% B2C - Services -4.0% -6.0% -8.0% Feb-09 Aug-09 Feb-10 © Christine Moorman 15
  • 16. Spending on marketing knowledge and services rebounds Marketplace Growth Spending Performance Excellence Organization Social Media Jobs  Marketing consulting services had been negative Figure 3.3. Firm Spending Increase on Marketing Knowledge (Feb-09) or very small (Aug-09). A 2.9% increase in Next 12 Months may signal revitalization of the industry. 8.0% Marketing research and intelligence 6.0% - Biggest increase from B2B-Services (+4.5%) Marketing consulting 4.0% services  Increases in research and intelligence (+7.3%) likely indicate firms are investing to search for growth Developing 2.0% opportunities. knowledge about how to do marketing 0.0% Integrating what we - Biggest increase from B2B-Services (+10.6%) know about -2.0% marketing  Emphasis remains on developing knowledge about Marketing (non- sales) hires how to do marketing (+6.4%) and integrating what we -4.0% know about marketing (+7.4%) Marketing training -6.0% Feb-09 Aug-09 Feb-10 © Christine Moorman 16
  • 18. Firm performance metrics mixed; goals up! Marketplace Growth Spending Performance Excellence Organization Social Media Jobs Table 4.1. Firm Performance on Financial Metrics Actual firm Actual firm Actual firm Goal in the next performance Feb-2009 performance Aug-2009 performance Feb-2010 12 months Firm sales* -0.6% - 0.1% 6.1% Market share 3.0% 2.2% 1.6% 4.7% Marketing return on investment 2.6% 1.9% 1.9% 5.2% Firm profits 1.6% 0.5% 0.6% 6.0% Customer acquisition 3.3% 2.6% 2.1% 5.3% Customer retention 2.3% 1.4% 1.7% 4.7% Brand value 3.7% 3.2% 2.6% 5.7% * Question not asked in February 2009 © Christine Moorman 18
  • 19. Marketers focus on “going green” remains moderate and unchanged Marketplace Growth Spending Performance Excellence Organization Social Media Jobs Figure 4.1. Firm Performance on Social Metrics February 2010 August 2009 February 2009 5 4.5 4 3.5 3.2 3 3.1 3 3.1 3 3 Mean Values* 2.5 2 1.5 1 0.5 0 Marketing that is beneficial for Marketing that minimizes the impact society on the ecological environment * 5-point scale where 1 is poor and 5 is excellent © Christine Moorman 19
  • 21. Peers nominate firms for marketing excellence across sectors, industries Marketplace Growth Spending Performance Excellence Organization Social Media Jobs Winners of The CMO Survey Award for Marketing Honorable Mentions Excellence, February 2010 © Christine Moorman 21
  • 22. Topic 6: Marketing Organization and Leadership 22 22
  • 23. Marketing and sales share customers in most companies Marketplace Growth Spending Performance Excellence Organization Social Media Jobs Figure 6.1. The Marketing-Sales Relationship February 2010 August 2009 February 2009 80 74 70 69 70 Percentage of Respondents (%) 60 50 40 30 20 13.1 12 11.4 11 9.7 8.3 10 0 Sales and marketing work on an Marketing is within the sales Sales is within the marketing equal basis function function © Christine Moorman 23
  • 24. Marketing leaders retained through economic crisis Marketplace Growth Spending Performance Excellence Organization Social Media Jobs  Top marketers continue to beat oft-cited 231 and Figure 6.2. Marketing Leader Retention 281 month survival averages. February 2010 August 2009 February 2009 10  Given length of time in firms (~8.6 years), marketing leaders appear to be appointed from 9 8.6 8.3 within. 8 8 7 6 Years 5 4.5 4.4 4.3 4 3 2 1 0 1. http://content.spencerstuart.com/sswebsite/pdf/lib/CMO_brochureU1.pdf Top marketer time in Top marketer time in 2. http://www.btobonline.com/apps/pbcs.dll/article?AID=/20090130/FREE/901309991/1078 current role in the firm any role in the firm © Christine Moorman 24
  • 25. Investments in building strategy from the outside-in rebounds Marketplace Growth Spending Performance Excellence Organization Social Media Jobs  Firms invest more in learning about markets and in using market information to drive strategy Figure 6.3. Firm Market Orientation* and Strategy February 2010 August 2009 5.4 5.2 5.2 5 5 4.9 4.9 4.8 Mean 4.8 4.7 4.7 Value** 4.6 4.6 4.6 4.6 4.6 4.5 4.4 4.2 4 Is collected on a regular Is shared vertically across Is shared horizontally Shapes the design of firm Influences the Impacts the evaluation of basis different levels of the firm across different functions strategies implementation of firm firm strategies and business units and business units strategies *Rate the extent to which your firm engages in the following market-oriented behaviors. Information about customers and competitors…. ** 7-point scale where 1 is not at all and 7 is very frequently © Christine Moorman 25
  • 26. Topic 7: Marketing and Social Media 26 26 26
  • 27. Social media spending continues to accelerate Marketplace Growth Spending Performance Excellence Organization Social Media Jobs  Fast-growing spending exceeds August 2009 Figure 7.1. Social Media Spending Over Time levels. February 2010 August 2009 20  Within 1 year, social media is expected to be 10% 18 17.7 Percentage of Total Budget (%) of all marketing budgets and nearly 18% in 5 16 years. 13.7 14 12 9.9 10 8 6.1 5.6 6 4 3.5 2 0 Current marketing Marketing budget Marketing budget budget spending on spending on social spending on social social media media in the next 12 media in the next five months years © Christine Moorman 27
  • 28. Social media spending sector differences Marketplace Growth Spending Performance Excellence Organization Social Media Jobs  Biggest increase in current social media spending Table 7.2. Sector Differences in % Change in Social Media Spending among B2C-Services companies (from 2.9% to Aug-2009 Feb-2010 6.9%). B2B - Product 2.5% 3.4%  Largest increase in next year to come from B2B- B2B - Services 3.9% 6.5% Current Service companies (from 6.5% to 11%). Social Media B2C - Product 5.3% 6.7% Spending B2C - Services 2.9% 6.9%  Within 5 years, industries generally on par with Overall 3.5% 5.6% social media spending. B2B - Product 4.5% 7.4% Social Media B2B - Services 6.5% 11.0% Spending in the next 12 B2C - Product 7.5% 11.6% months B2C - Services 8.8% 10.7% Overall 6.1% 9.9% B2B - Product 12.6% 15.3% Social Media B2B - Services 13.5% 18.9% Spending in the next 5 B2C - Product 15.0% 18.9% years B2C - Services 15.4% 18.5% Overall 13.7% 17.7% © Christine Moorman 28
  • 29. Topic 8: Marketing Jobs 29 29
  • 30. Marketing hires to increase; marketing layoffs stop Marketplace Growth Spending Performance Excellence Organization Social Media Jobs  Compared to the number of marketing hires last Figure 8.1. Absolute number of marketing people hired year, by what percentage will your firm’s marketing hires change: 100.0% 90.0% Percentage of Companies Responding (%) - In the next 6 months: +8.2% 80.0% - In the next year: +12.9% 70.0% We will not let go of 60.0% more marketing - In the next two years: +24.1% people 50.0% We will make no marketing hires 40.0% 30.0% We will make marketing hires 20.0% 10.0% 0.0% Next 6 Next 12 Next 2 months months years © Christine Moorman 30
  • 31. It’s a buyer’s market for marketing job seekers Marketplace Growth Spending Performance Excellence Organization Social Media Jobs  Companies to emphasize hiring in the open Figure 8.2. Types of marketing hires firms will emphasize* market (46%) and luring talent from competitors 50 46.2 (24%). 45 40  Experience emphasized as only 27.1% of hires 35 expected to come from universities. Percentage (%) 30 24 25 20 15 15 11.5 10 5 2.6 0.6 0 Hire in the Lure from New New masters Hire back New Ph.D. open market other firms undergrads (MS or MBA) people we laid off *Allocate 100 points across the types of marketing hires your firm will emphasize © Christine Moorman 31
  • 32. Marketing skills emphasize management of new media and growth Marketplace Growth Spending Performance Excellence Organization Social Media Jobs  Internet marketing tops the list of skills sought Figure 8.3. Top three skill sets prioritized in marketing hires in marketing hires. This priority is also 60 54 reflected in spending on internet marketing— which showed the largest increase in 50 46.3 45.2 44.5 marketing spending. Percentage (%) 40  Improving management of top line through 28.8 27.8 30 innovation and growth skills is second. 19.9 20 18.1  Skills related to managing the firm’s key marketing assets (customer and brand) also 10 8.9 6.4 important. 0  Traditional marketing skills, such as marketing research, advertising, distribution, and pricing de-emphasized. © Christine Moorman 32
  • 33. The outsourcing of marketing will continue to accelerate Marketplace Growth Spending Performance Excellence Organization Social Media Jobs  72% of all companies outsource some aspect of Figure 8.4. How marketing outsourcing is expected to change in marketing. the next year 60%  Half of all companies will not change marketing outsourcing in the next year. 50% 48%  41% of companies will increase outsourcing. 40% - Future surveys will explore outsourcing in more detail. However, given spending on 30% internet marketing and new growth and focus on these skills in hiring, we expect that some 20% of these marketing activities are currently 17% being outsourced. 12% 12% 10% 6% 3% 2% 0% 10% 5-9% 1-4% No 1-4% 5-9% 10%+ decrease decrease decrease change increase increase increase © Christine Moorman 33
  • 34. What’s on Marketers’ Minds? 34 34
  • 35. When asked what question they would like to ask other CMOs, ROI concerns dominated Key Question: Marketing and ROI • What marketing activities and strategies improve ROI? Look to the • What metrics are used for ROI? How do these August 2010 vary by industry? survey for a • What metrics are used to measure ROI for social bonus section media? on Marketing • How do you measure ROI on customer insights? ROI • What ROI metrics are top management most focused on in your firm? © Christine Moorman 35
  • 36. Next Steps Future surveys - The CMO Survey will be administered again in August 2010. To get involved - If you are not a current participant, sign up at http://faculty.fuqua.duke.edu/cmosurvey/participate/ Media - Media follow ups related to this data will be posted to http://faculty.fuqua.duke.edu/cmosurvey/media/ Feedback - Send your thoughts to me at moorman@duke.edu © Christine Moorman 36