2018年cmo（首席營(yíng)銷官）洞察報(bào)告（英文）

1、About The CMO Survey,SponsorsSponsors support The CMO Survey with intellectual and financial resources.Survey data and participant lists are held in confidence and not provided to survey sponsors or any other part

2、ies.,,,MissionTo collect and disseminate 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.The survey is an

3、objective source of information about marketing and a non-commercial service dedicated to the field of marketing.AdministrationFounded in August 2008, The CMO Survey is administered twice a year via an Internet sur

4、vey. Questions repeat to observe trends over time and new questions are added to tap into marketing trends.The August 2018 survey is the 21st administration of The CMO Survey.,,2,Survey methodology,3,Survey sample289

5、5 top marketers at U.S. for-profit companies324 responded for a 11.2% response rate95.3% of respondents VP-level or aboveSurvey administrationEmail contact with four follow-up remindersSurvey in field from July 17-

6、August 7, 2018,Interpretive guide:,Other CMO Survey reportsThis report shares key metrics over time. Two other reports are available at cmosurvey.org/results.The Topline Report:Results reported at the aggregate leve

7、lResults by Firm and Industry Characteristics: Results by sectors, size, and Internet salesM = Average; SD = Standard deviationB2B = Business-to-Business firms; B2C =Business-to-Consumer firms,Survey participants

8、 (n=324),,,,,34.4%,31.6%,16.1%,18.0%,,,,,B2B Product B2B Service B2C Product B2C Service,Industry sector,Sales revenue,Economic sector,,,,,,,,,,,,,,,,,,,,,,,,,,,,,28%,4,15%,17%,8%,11%,7%,4%,7%,3%,2%,0%,10%,20%,30%,40%

9、,More than $100+ Billion$50-100 Billion$10-49 Billion$5.1-9.9 Billion$2.6-5 Billion$1-2.5 Billion$500-999 Million$100-499 Million$26-99 Million Less than $25 Million,Survey topics,5,,,,,,Marketer optimism in the

10、 overall economy dipped slightly. The same holds true when comparing to the previous quarter.Superior product quality and customer service remain the top two overall customer priorities. In general, product company c

11、ustomers prioritize quality and innovation while service company customers prioritize trusting relationships.,,,Executive Summary,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,56.5,7,57.8,55.6,63.3,52.2,63.4,58

12、.4,62.7,65.7,66.1,66.4,69.9,69.7,64.4,63.7,63.2,65.8,68.9,66.8,47.740,50,60,70,80,Feb-Aug-Feb- 090910,Aug-Feb-1011,Aug-Feb-1112,Aug-Feb-1213,Aug-Feb-Aug-Feb-Aug-Feb-Aug-Feb-Aug-Feb-Aug- 131

13、4141515161617171818,Marketer optimism dips,Economic sectorHow optimistic are you about the overall U.S. economy on a 0-100 scale with 0 being least optimistic and 100 most optimistic?,,,,,More optimi

14、stic 37.4%,Less optimistic 30.0%,No change 32.6%,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,30.6%,34.9%,42.5%,34.7%,37.4%,34.9%,38.5%,26.6%,51.2%44.2%,37.1%,34.5%,26.6%,30.9%,21.1%,11.8%,32.6%30.0%,0%,20%,40%,60%,Feb-16,Au

15、g-16,Feb-17,Aug-17,Feb-18,Aug-18,,More optimistic,,No change,,Less optimistic,Optimism in the U.S. economy compared to the last quarter highly variable,Are you more or less optimistic about the overall U.S. economy comp

16、ared to last quarter?,,,,,8,,Marketer economic outlook varies by industry,Are you more or less optimistic about the overall U.S. economy compared to last quarter?,,,,More optimistic 37.4%,9,Less optimistic 30.0%,No ch

17、ange 32.6%,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,27%,22%,19%,15%,17%,33%,23%,15%,15%,14%,10%5%0%,15%,20%,25%,30%,35%,40%,Superior product quality,Excellent service,Trusting relationship,Superior inn

18、ovation,Low price,,August 2017,,August 2018,Customer priorities expected to shift toward product quality and away from price and trusting relationship,Rank your customers’ top priorities in next 12 months(1,2,3, where

19、1 = most important; % ranking 1 reported),,,,,,,,,,,,,,,,,,,,,,,,,,,,,Customer priority,10,B2BProduct,B2BServices,B2CProduct,B2CServices,Superior product quality,35.6%,27.4%,35.4%,33.3%,Excellent service,20.8%,29.5%,

20、18.8%,19.6%,Trusting relationship,7.9%,20.0%,6.3%,27.5%,Superior innovation,22.8%,8.4%,20.8%,5.9%,Low price,12.9%,14.7%,18.8%,13.7%,,,,,,Spending on existing markets and offerings continues to dominate growth spending.

21、There is a shift away from market development and toward product/service development.Having the right talent continues to be a key pillar for driving future organic growth.Internet sales remain modest across sector

22、s, driven by a need for greater human interaction and new business models to move online.,,,Executive Summary,* % of spending for each growth strategy.,Investment in growth strategies (% of companies)Types of growth s

23、trategiesSpending on growth in past 12 months*,,,Insight 2: Shift away from market development and toward product/service development.,,,Insight 1: Spending on existing markets and offerings continues to dominate

24、 growth spending.,12,How companies are growing,13,Sector differences in growth spending,* % of spending for each growth strategy.,Spending on growth in past 12 months by sector*,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,9.0%,13.

25、1%,21.4%,22.8%,33.8%,0%,10%,20%,30%,40%,50%,Having the right data,Having the right technology,Having the right operating model,Having all stakeholders aligned,Having the right talent,Having the right talent is most

26、important for driving future organic growth,What is most important for driving future organic growth in your organization?,,,Industry Insights: The right talent remains top of mind for marketers as they think about how

27、 to drive organic growth within the organization, followed by stakeholder alignment. Talent is rated as most important by Consumer Packaged Goods, Consumer Services, Education, Services/Consulting, and Retail/Wholesa

28、le sectors as well as by firms with greater sales over the Internet.,14,,,,,,,,,,,,,,,,,,,,,,,,55.9%,49.3%,46.3%,39.0%,13.2%,11.0%,10.3%,0%,20%,40%,60%,80%,100%,Business requires morehuman interaction,New business mod

29、el would be required,Too complex to sellover the Internet,Business requires morecustomer experience,Don’t want to compete for these customers,Leaders/owners/board dictated this strategic direction,Don’t have th

30、e knowledge or skills to compete effectively,Company sales over the Internet,Company sales over the Internet remain modest at 12.2%,15,,,,,,,,,,,,,,,,,,,,,,,8.9%,11.3%,10.3%,10.3%,11.8%,12.2%,100%80%60%40%20%0%,

31、Aug-13Aug-14Aug-15Aug-16Aug-17Aug-18What factors prevent greater sales over the Internet? (check all that apply),,,Insights: Sales over the Internet remain modest at 12.2%.Marketing leaders cite need for human

32、interaction, new business models, and the complexity of offerings as barriers to further increases.,Economic sector,Marketing budget spent on domestic markets remain dominant,16,Percent of marketing budget spent on d

33、omestic markets,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,77.6%,79.4%,77.5%,79.4%,85.4%,81.0%,83.0%,81.2%,84.4%,80.5%,85.0%,84.8%,50%,60%,70%,80%,90%,100%,Feb-12,Aug-13,Feb-14,Aug-14,Feb-15,Aug-15,Feb-16,Aug-16,Feb-17,Aug-1

34、7,Feb-18,Aug-18,,,,Industry Insights: Service companies have the highest levels of domestic marketing investment, suggesting that product companies have a greater global focus. Companies with larger revenues and those

35、 with higher online sales also spend a lower percentage of their marketing budgets domestically.,,,,,,,,,,,,,Economic sectorB2B Product82.1%B2B Services87.2%B2C Product80.9%B2C Services90.4%,,,,,,Marketing budg

36、ets grew in the last year and are expected to grow further, even as total marketing spending as a percentage of firm revenues has dipped.Growth of digital marketing spend dipped slightly as the deceleration of tradi

37、tional media spend saw a slight uptick. Despite slowing growth, spending on digital marketing is expected to increase from 44% of marketing budgets to 54% in the next five years.Over the last year, both CRM and brand

38、 spending grew. Over the last five years, growth in spending on new service introductions has almost reached the same level as growth in spending on new product introductions.,,,Executive Summary,,,,,,,,,,,,,,,7.5%,7.5

39、%,12%10%8%6%4%2%0%,Actual change in marketing budgetin prior 12 months,Expected change in marketing budgetin next 12 months,Changes to marketing budgets,Percent change in marketing budgets,Top 3 industry sectors,

40、Education HealthcareCommunications/Media,Prior 12 months,,Top 3 industry sectors,Tech/Software/Biotech Healthcare Communications/Media,Next 12 months,Industry sector,Bottom 3 industry sectors,Energy ManufacturingBa

41、nking/Finance/Insurance,,Bottom 3 industry sectors,18,Banking/Finance/Insurance Consumer Services Mining/Construction,Economic sectorPrior 12 monthsNext 12 months,What’s in your marketing budget?*,Expenses included i

42、n marketing budgets (% of companies)*,*Percentages reflect the number of marketers agreeing that the expense is included in their companies’ marketing budgets.,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,41%,19,47%,47%,66%,67%,73%

43、,74%,82%,92%,22%0%10%20%30%40%50%60%70%80%,90%100%,Sales employees,Sales supporting tools,Marketing training,Marketing researchOther overhead costs associated with marketingMobile marketing tools,Marketing

44、analytics,Marketing employees,Social media,Direct expenses of marketing activities,Marketing budget growth dropping since 2017,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,0.5%,1.1%,5.9%,6.7%,9.2% 9.1%,8.1

45、%,6.4%,6.1%,4.3%,6.7%,5.1%,8.7%,5.5%,6.9%,7.2%,10.9%,8.9%,8.9%,7.5%,0%,2%,4%,6%,8%,10%,Feb-Aug-Feb- 090910,Aug-Feb-Aug- 101111,Feb-Aug-Feb-Aug-Feb- 1212131314,Aug-Feb-1415,Aug-Feb-1516,Au

46、g-Feb-1617,Aug-Feb-Aug- 171818,,Expected percent change in marketing budgets in next 12 monthsChange in marketing spending12%,,,,Insight: Marketing budgets continue to grow but the recent deceleration trend

47、 continues.,20,Growth in digital marketing spend greatly outpaces traditional advertising,*Refers to media advertising not using the Internet.,Percent change in traditional advertising* vs. digital marketing spend in n

48、ext 12 months,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,1.3%,-0.8%,-1.9%,-2.7%,-2.1%,-0.1%,-3.6%,-1.1%,-2.1%,-3.2%,-1.3%,0.6%,-2.0%,-1.7%,-1.2%,11.2%,12.8%,11.5%,10.2%,10.1%,8.2%,10.8%,14.7%,12.2%,13.2%,9.9%,14.6%,13.

49、0%,15.1%,12.3%,-5%,0%,5%,10%,15%,20%,Aug-11,Feb-12,Aug-12,Feb-13,Aug-13,Feb-14,Aug-14,Feb-15,Aug-15,Feb-16,Aug-16,Feb-17,Aug-17,Feb-18,Aug-18,,Traditional advertising spend,,Digital advertising spend,21,Percent of spendi

50、ng on digital vs. non- digital marketing now and in 5 years,,,Industry Insight: B2B Service firms and those with revenues <$25 million plan to be the most digital, at 61% in the next five years. By industry, Co

51、mmunications/Media expects to be 71% digital over the same time frame.,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,55.3%,45.4%,44.3%,54.1%,10%0%,20%,30%,40%,50%,60%,70%,80%,Percent change in digital vs. non-digita

52、l spending over the next 5 years100%90%,,Current% Non-digital spending,,Next 5 years% Digital spending,22,,,,,,,,,,,,,,,,,,,,,4.3%,5.4%,6.3%,6.8%,7.3%,10%8%6%4%2%0%,Aug-14,Aug-15,Aug-16,Aug-17,Aug-18,How key t

53、ypes of marketing spending is expected to change over next 12 months,,,,,,,,,,,,,,,,,,,7.8%,6.9%,8.6%,6.3%,10%8%6%4%2%0%,Aug-14,Feb-15,Aug-15,Aug-18,,,,,,,,,,,,,,,,,,,4.5%,5.0%,4.0%,6.1%,2%0%,4%,8%6%,10%,Aug-14,F

54、eb-15,Aug-15,Aug-18,New product introduction spending,CRM spending,Brand spending,New service introduction spending,,,,,,,,,,,,,,,,,,,,,7.9%,23,8.0%,7.4%,6.9%,9.5%,10%8%6%4%2%0%,Aug-14,Aug-15,Aug-16,Aug-17,Aug-18,,,

55、,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,10.0%,24,10.4%,11.4%,10.6%,9.4%,10.9%,10.9%,10.1%,11.4%,12.1%,11.3%,11.1%,11.4%,11.1%,10.8%,0%,4%,8.1%8%,12%,16%,20%,Aug-13,Feb-14,Aug-14,Feb-15,Aug-15,Feb-16,Aug-16,Feb-17,A

56、ug-17,Feb-18,Aug-18,Marketing budgets represent 10.8% of firm budgets,Feb-11 Aug-11 Feb-12 Aug-12 Feb-13*Question asked in Feb-11 for the first time.,Marketing budget as percent of firm budget*,Marketing budgets as a

57、percentage of firm budgets by key dimensions,,,,,,,,,,,,,,,,,,,,,,12.6%,13.5%,9.3%,5.8%,8.9%,11.2%,0%,4%,8%,12%,16%,20%,<$25Million,$26-99Million,$100-499 $500-999MillionMillion,$1-9.9Billion,>$10Billion,,,,

58、,,,,,,,,,,,,10.6%,25,9.7%,13.0%,0%,4%,8%,12%,16%,20%,0%Internet sales,1-10%Internet sales,>10%Internet sales,Sales revenue,Economic sector,Industry sector,Internet sales,Marketing spending is 7.3% of company reven

59、ues,Marketing spending as percent of company revenues*,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,8.5%,26,11.0%,7.9%,7.8%,9.3%,8.3%,8.3%,6.6%,8.4%,7.5%,8.1%,6.9%,7.9%,7.3%,0%,3%,6%,9%,12%,15%,Feb-12Aug-12Feb-13Aug-13

60、*Question asked in Feb-12 for the first time.,Feb-14,Aug-14,Feb-15,Aug-15,Feb-16,Aug-16,Feb-17,Aug-17,Feb-18,Aug-18,Marketing spending as a percentage of firm revenues by key dimensions,,,,,,,,,,,,,,,,6.2%,5.3%,12.3%,0

61、%,4%,8%,12%,16%,20%,0%Internet sales,1-10%Internet sales,>10%Internet sales,,,,,,,,,,,,,,,,,,,,,,10.1%,27,11.4%,6.3%,2.1%,3.6%,6.4%,0%,4%,8%,12%,16%,20%,<$25Million,$26-99Million,$100-499 $500-999MillionMill

62、ion,$1-9.9Billion,>$10Billion,Sales revenue,Industry sector,Economic sector,Internet sales,28,Investments in capability development remain top marketing knowledge priority,*Marketing training involves transferring

63、existing marketing knowledge to employees.,Percent change in marketing knowledge investments in prior 12 months by sector,Marketing budget spend on training and development by key dimensions,,,,,,,,,,,,,,,,3.1%,4.8%,4.3

64、%,0%,4%,8%,12%,16%,20%,0%Internet sales,1-10%Internet sales,>10%Internet sales,,,,,,,,,,,,,,,,,,,,,,4.0%,3.3%,3.6%,5.7%,3.6%,5.5%,0%,4%,8%,12%,16%,20%,<$25Million,$26-99Million,$1-9.9Billion,>$10Billion,E

65、conomic sector,,,,,,,,,,,,,,,,,,,,,3.4%,2.7%,3.8%,4.2%,3.9%,0%,2%,4%,6%,10%8%,Feb-14Aug-14Feb-17Feb-18Aug-18,Percentage of marketing budget devoted to training and development (overall average),,,Insight: Although

66、 talent is noted by respondents as key to growth, talent investment through training and development dipped slightly.,29,Sales revenue,$100-499 $500-999MillionMillionInternet sales,,,,,,Sales revenue (+4.7%) and p

67、rofits (+3.5%) show largest increase in financial benchmarks with marketing ROI at +2.8%. Among key marketing assets, the value of brands (+3.4%) leads increases, followed by customer acquisition (+3.2%) and customer

68、retention (+2.2%).Revenues and profits show improvement over time while Marketing ROI remains flat. The performance of marketing assets is variable over time with only customer retention showing signs of improvement.