The CMO Survey Blog

Who Outsources Marketing?

There are good reasons to outsource marketing and many companies choose to do so. Let’s look at more CMO Survey results to get a sense of what types of firms are outsourcing marketing and what financial and strategic conditions appear to give rise to outsourcing. (more…)

The Marketing Goals-Marketing Performance Gap

The CMO Survey asks marketers to share their actual performance and future goals for each administration of the survey across a range of metrics: market share, sales revenue, profits, marketing ROI, customer acquisition, customer retention, and brand value. I took a look at what is happening with these metrics during this rough economic period. (more…)

Why Have a Marketing Function if Your Company is Market-Oriented?

As marketing gains increasing prominence as an orientation that everyone in the organization shares and as a process that all functions participate in deploying, a critical issue that arises is the role of the marketing function. Jerry Wind (1996) says it well when he notes, “Marketing, as a management function, appears to be in decline. Marketing as a management philosophy and orientation, espoused and practiced throughout the corporation, is however seen increasingly as critical to the success of any organization.” (more…)

Marketers to Spend Despite Tumultuous August: Smart, Crazy, Saviors?

While the general public can be accused of having short memories, it doesn’t take much for us to remember the volatility the financial markets experienced in the month of August. Standard & Poors’ downgrade of US credit and a tumultuous battle in the US Congress left many frazzled as their stocks moved in various directions. The words “double-dip recession” inundated the headlines and prognosticators’ outlooks. (more…)