CMO（首席营销官）洞察报告

1、Predicting the Juture of markets, tracking marketing excellence, and improving the value of marketing since 2008August 2018DeloitteoAMERICAN MARKETINGA S S O C I AT l O NAbout The CMO SurveySponsorsSponsors support The CMO Survey with intellectual and financial resources.Survey data and participant

2、lists are held in confidence and not provided to survey sponsors or any other parties.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 object

3、ive 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 survey. Questions repeat to observe trends over time and new questions are added to tap into ma

4、rketing trends.The August 2018 survey is the 21st administration of The CMO Survey.2Survey methodology3Survey sample2895 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 remin

5、dersSurvey in field from July 17-August 7, 2018Interpretive guide:Other CMO Survey reportsThis report shares key metrics over time. Two other reports are available at /results.The Topline Report:Results reported at the aggregate levelResults by Firm and Industry Characteristics: Results by sectors,

6、size, and Internet salesM = Average; SD = Standard deviationB2B = Business-to-Business firms; B2C =Business-to-Consumer firmsSurvey participants (n=324)Industry Sector% RespondentsTechnology17.7%Professional Services/Consulting15.5%Manufacturing13.4%Healthcare10.2%Retail/Wholesale9.0%Banking/Finance

7、/Insurance8.4%Communications/Media6.8%Consumer Packaged Goods5.3%Consumer Services3.7%Education3.1%Energy2.5%Mining/Construction2.2%Transportation2.2%34.4%31.6%16.1%18.0%B2B Product B2B Service B2C Product B2C ServiceIndustry sectorSales revenueEconomic sector28%415%17%8%11%7%4%7%2%3%0%10%20%30%40%M

8、ore 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 MillionSurvey topics5Topic 1:Marketplace Dynamics.6-10Topic 2:Firm Growth Strategies.11-16Topic 3:Marketing Spending.17-29Topic 4:Financial and

9、Marketing Performance.30-35Topic 5:Social Media Marketing36-43Topic 6:Mobile Marketing.44-46Topic 7:Marketing Jobs.47-51Topic 8:Marketing Organization52-55Topic 9:Marketing Leadership.56-65Topic 10:Marketing Analytics.65-72Marketer optimism in the overall economy dipped slightly. The same holds true

10、 when comparing to the previous quarter.Superior product quality and customer service remain the top two overall customer priorities. In general, product company customers prioritize quality and innovation while service company customers prioritize trusting relationships.Executive SummaryMarketplace

11、GrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalytics56.5757.855.663.352.263.458.462.765.766.166.469.969.764.463.763.265.868.966.847.74050607080Feb-Aug-Feb- 090910Aug-Feb-1011Aug-Feb-1112Aug-Feb-1213Aug-Feb-Aug-Feb-Aug-Feb-Aug-Feb-Aug-Feb-Aug- 1314141515161617171818Marketer

12、optimism dipsB2B Product65.7B2B Services65.4B2C Product68.4B2C Services69.3Economic sectorHow optimistic are you about the overall U.S. economy on a 0-100 scale with 0 being least optimistic and 100 most optimistic?MarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnaly

13、ticsMore optimistic 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-16Aug-16Feb-17Aug-17Feb-18Aug-18More optimisticNo changeLess optimisticOptimism in the U.S. economy compared to the last quarter highl

14、y variableAre you more or less optimistic about the overall U.S. economy compared to last quarter?8MarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalyticsMarketer economic outlook varies by industryAre you more or less optimistic about the overall U.S. economy compa

15、red to last quarter?Top 3 industry sectorsEnergyMiningHealthcareTop 3 industry sectorsTransportationManufacturingService Consulting/Consumer ServicesTop 3 industry sectorsBankingConsumer Packaged GoodsEducationMore optimistic 37.4%9Less optimistic 30.0%No change 32.6%MarketplaceGrowthSpendingPerform

16、anceSocial MediaMobileJobsOrganizationLeadershipAnalytics27%22%19%15%17%33%23%15%15%14%10%5%0%15%20%25%30%35%40%Superior product qualityExcellent serviceTrusting relationshipSuperior innovationLow priceAugust 2017August 2018Customer priorities expected to shift toward product quality and away from p

17、rice and trusting relationshipRank your customers top priorities in next 12 months(1,2,3, where 1 = most important; % ranking 1 reported)Customer priority10B2BProductB2BServicesB2CProductB2CServicesSuperior product quality35.6%27.4%35.4%33.3%Excellent service20.8%29.5%18.8%19.6%Trusting relationship

18、7.9%20.0%6.3%27.5%Superior innovation22.8%8.4%20.8%5.9%Low price12.9%14.7%18.8%13.7%Spending on existing markets and offerings continues to dominate growth spending. There is a shift away from market development and toward product/service development.Having the right talent continues to be a key pil

19、lar for driving future organic growth.Internet sales remain modest across sectors, driven by a need for greater human interaction and new business models to move online.Executive SummaryMarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalyticsExisting products/ servic

20、esNew products/ servicesExisting marketsMarket penetrationProduct/service developmentNew marketsMarket developmentDiversification* % of spending for each growth strategy.Growth strategyAug- 2017Feb- 2018Aug- 2018Marketpenetration53.2%52.3%52.8%Product/service development22.3%22.6%24.2%Marketdevelopm

21、ent15.0%14.5%13.0%Diversification9.5%10.6%10.0%Investment in growth strategies (% of companies)Types of growth strategiesSpending 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 con

22、tinues to dominate growth spending.12How companies are growingMarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalytics13Sector differences in growth spending* % of spending for each growth strategy.Growth strategyAug-2018overall averageB2BProductB2BServicesB2CProduct

23、B2CServicesMarket penetration strategy52.8%52.9%50.7%54.0%54.6%Product/service development strategy24.2%26.4%24.6%22.4%21.0%Market development strategy13.0%12.1%15.3%11.6%11.8%Diversification strategy10.0%8.6%9.4%12.0%12.6%Spending on growth in past 12 months by sector*MarketplaceGrowthSpendingPerfo

24、rmanceSocial MediaMobileJobsOrganizationLeadershipAnalytics9.0%13.1%21.4%22.8%33.8%0%10%20%30%40%50%Having the right dataHaving the right technologyHaving the right operating modelHaving all stakeholders alignedHaving the right talentHaving the right talent is most important for driving future organ

25、ic growthWhat 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 to drive organic growth within the organization, followed by stakeholder alignment. Talent is rated as most important b

26、y Consumer Packaged Goods, Consumer Services, Education, Services/Consulting, and Retail/Wholesale sectors as well as by firms with greater sales over the Internet.14MarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalytics55.9%49.3%46.3%39.0%13.2%11.0%10.3%0%20%40%60

27、%80%100%Business requires morehuman interactionNew business model would be requiredToo complex to sellover the InternetBusiness requires morecustomer experienceDont want to compete for these customersLeaders/owners/board dictated this strategic directionDont have the knowledge or skills to compete e

28、ffectivelyCompany sales over the InternetCompany sales over the Internet remain modest at 12.2%158.9%11.3%10.3%10.3%11.8%12.2%100%80%60%40%20%0%Aug-13Aug-14Aug-15Aug-16Aug-17Aug-18What factors prevent greater sales over the Internet? (check all that apply)Insights: Sales over the Internet remain mod

29、est at 12.2%.Marketing leaders cite need for human interaction, new business models, and the complexity of offerings as barriers to further increases.B2B Product9.7%B2B Services11.5%B2C Product15.6%B2C Services14.2%Economic sectorMarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganization

30、LeadershipAnalyticsMarketing budget spent on domestic markets remain dominant16Percent of marketing budget spent on domestic markets77.6%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-12Aug-13Feb-14Aug-14Feb-15Aug-15Feb-16Aug-16Feb-17Aug-17Feb-18Aug-18Industry Insights

31、: 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 with higher online sales also spend a lower percentage of their marketing budgets domestically.Economic sectorB2B Prod

32、uct82.1%B2B Services87.2%B2C Product80.9%B2C Services90.4%Marketing budgets 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 traditional media

33、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 spending grew. Over the last five years, growth in spending on new service introductions has alm

34、ost reached the same level as growth in spending on new product introductions.Executive SummaryMarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalytics7.5%187.5%12%10%8%6%4%2%0%Actual change in marketing budgetin prior 12 monthsExpected change in marketing budgetin n

35、ext 12 monthsChanges to marketing budgetsPercent change in marketing budgetsTop 3 industry sectorsEducation HealthcareCommunications/MediaPrior 12 monthsTop 3 industry sectorsTech/Software/Biotech Healthcare Communications/MediaNext 12 monthsB2B Product6.9%8.8%B2B Services7.0%9.2%B2C Product7.7%4.3%

36、B2C Services10.7%4.4%Industry sectorBottom 3 industry sectorsEnergy ManufacturingBanking/Finance/InsuranceBottom 3 industry sectorsBanking/Finance/Insurance Consumer Services Mining/ConstructionEconomic sectorPrior 12 monthsNext 12 monthsMarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrga

37、nizationLeadershipAnalyticsWhats in your marketing budget?*Expenses included in marketing budgets (% of companies)*Percentages reflect the number of marketers agreeing that the expense is included in their companies marketing budgets.41%1947%47%66%67%73%74%82%92%22%0%10%20%30%40%50%60%70%80%90%100%S

38、ales employeesSales supporting toolsMarketing trainingMarketing researchOther overhead costs associated with marketingMobile marketing toolsMarketing analyticsMarketing employeesSocial mediaDirect expenses of marketing activitiesMarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationL

39、eadershipAnalyticsMarketing budget growth dropping since 20170.5%1.1%5.9%6.7%9.2% 9.1%8.1%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- 090910Aug-Feb-Aug- 101111Feb-Aug-Feb-Aug-Feb- 1212131314Aug-Feb-1415Aug-Feb-1516Aug-Feb-1617Aug-Feb-Aug- 171818Expected percent cha

40、nge in marketing budgets in next 12 monthsChange in marketing spending12%Insight: Marketing budgets continue to grow but the recent deceleration trend continues.20MarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalyticsGrowth in digital marketing spend greatly outpac

41、es traditional advertising*Refers to media advertising not using the Internet.Percent change in traditional advertising* vs. digital marketing spend in next 12 months1.3%-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.

42、0%15.1%12.3%-5%0%5%10%15%20%Aug-11Feb-12Aug-12Feb-13Aug-13Feb-14Aug-14Feb-15Aug-15Feb-16Aug-16Feb-17Aug-17Feb-18Aug-18Traditional advertising spendDigital advertising spend21EconomicsectorDigitalmarketingTraditionaladvertisingB2B Product13.9%-0.1%B2B Services13.2%-0.8%B2C Product12.1%-4.8%B2C Servic

43、es7.4%-1.1%MarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalyticsPercent of spending on digital vs. non- digital marketing now and in 5 yearsIndustry Insight: B2B Service firms and those with revenues $25 million plan to be the most digital, at 61% in the next five

44、 years. By industry, Communications/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-digital spending over the next 5 years100%90%Current% Non-digital spendingNext 5 years% Digital spending22MarketplaceGrowthSpen

45、dingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalytics4.3%5.4%6.3%6.8%7.3%10%8%6%4%2%0%Aug-14Aug-15Aug-16Aug-17Aug-18How key types of marketing spending is expected to change over next 12 months7.8%6.9%8.6%6.3%10%8%6%4%2%0%Aug-14Feb-15Aug-15Aug-184.5%5.0%4.0%6.1%2%0%4%8%6%10%Aug-14Feb-

46、15Aug-15Aug-18New product introduction spendingCRM spendingBrand spendingNew service introduction spending7.9%238.0%7.4%6.9%9.5%10%8%6%4%2%0%Aug-14Aug-15Aug-16Aug-17Aug-18MarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalytics10.0%2410.4%11.4%10.6%9.4%10.9%10.9%10.1

47、%11.4%12.1%11.3%11.1%11.4%11.1%10.8%4%8.1%8%12%16%20%Marketing budgets represent 10.8% of firm budgets0%Feb-11 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*Question asked in Feb-11 for the first time.Marketing budget as percent of firm budg

48、et*MarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalyticsMarketing budgets as a percentage of firm budgets by key dimensions12.6%13.5%9.3%5.8%8.9%11.2%0%4%8%12%16%20%$10Billion10.6%259.7%13.0%0%4%8%12%16%20%0%Internet sales1-10%Internet sales10%Internet salesSales

49、revenueB2B Product8.5%B2B Services9.6%B2C Product17.2%B2C Services11.6%Economic sectorIndustry sectorTop 3 industry sectorsCommunications/Media Consumer Services Consumer Packaged GoodsBottom 3 industry sectorsMining/Construction Energy ManufacturingInternet salesMarketplaceGrowthSpendingPerformance

50、Social MediaMobileJobsOrganizationLeadershipAnalyticsMarketing spending is 7.3% of company revenuesMarketing spending as percent of company revenues*8.5%2611.0%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*Question asked in Feb-12 for the first time.Feb-14Aug

51、-14Feb-15Aug-15Feb-16Aug-16Feb-17Aug-17Feb-18Aug-18MarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalyticsMarketing spending as a percentage of firm revenues by key dimensionsTop 3 industry sectorsEducation Communications/Media Consumer ServicesBottom 3 industry sec

52、torsEnergy Mining/Construction Manufacturing6.2%5.3%12.3%0%4%8%12%16%20%0%Internet sales1-10%Internet sales10%Internet sales10.1%2711.4%6.3%2.1%3.6%6.4%0%4%8%12%16%20%$10BillionSales revenueIndustry sectorB2B Product5.4%B2B Services7.1%B2C Product10.1%B2C Services8.9%Economic sectorInternet salesMar

53、ketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalytics28Investments in capability development remain top marketing knowledge priorityMarketing knowledgeinvestmentsOverallaverageB2BProductB2BServicesB2CProductB2CServicesDeveloping new marketingknowledge and capabilitie

54、s8.0%8.6%8.8%6.6%6.2%Marketing research andintelligence5.1%4.5%5.0%6.3%5.4%Marketing consulting services4.8%6.1%1.6%6.3%6.4%Marketing training*3.5%2.9%4.1%3.7%3.3%*Marketing training involves transferring existing marketing knowledge to employees.Percent change in marketing knowledge investments in

55、prior 12 months by sectorMarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalyticsMarketing budget spend on training and development by key dimensions3.1%4.8%4.3%0%4%8%12%16%20%0%Internet sales1-10%Internet sales10%Internet sales4.0%3.3%3.6%5.7%3.6%5.5%0%4%8%12%16%20%

56、$10BillionB2B Product4.2%B2B Services4.3%B2C Product2.8%B2C Services3.6%Economic sector3.4%2.7%3.8%4.2%3.9%0%2%4%6%10%8%Feb-14Aug-14Feb-17Feb-18Aug-18Percentage of marketing budget devoted to training and development (overall average)Insight: Although talent is noted by respondents as key to growth,

57、 talent investment through training and development dipped slightly.29Sales revenue$100-499 $500-999MillionMillionInternet salesSales revenue (+4.7%) and profits (+3.5%) show largest increase in financial benchmarks with marketing ROI at +2.8%. Among key marketing assets, the value of brands (+3.4%)

58、 leads increases, followed by customer acquisition (+3.2%) and customer 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.Over the las

59、t two years, companies rate themselves higher on societal metrics such as marketing that benefits society and reducing the impact of marketing on the environment.Executive SummaryMarketplaceGrowthSpendingPerformanceSocial MediaMobileJobsOrganizationLeadershipAnalyticsFirm financial and market asset

60、performance metrics by economic sector4.7%3.5%3.4%3.2%2.8%2.2%0%2%4%6%Sales revenuesProfitsBrand valueCustomer acquisitionMarketing ROICustomer retentionMetric31B2BProductB2BServicesB2CProductB2CServicesSales revenues4.7%4.5%4.9%5.0%Profits3.8%2.5%3.8%4.0%Brand value3.6%2.7%3.8%4.1%Customer acquisit