CMO Survey


The CMO Survey: Fall 2019 report

What insights can we gain from marketing leaders?

The CMO Survey is conducted bi-annually to understand senior marketing executives’ landscape, challenges, and opportunities for the upcoming six months. The survey has been conducted since 2009 and developed by Duke’s Fuqua School of Business with sponsorships by Deloitte and American Marketing Association.

The CMO Survey August 2019: Marketing budget growth on the rise

The August report from The CMO Survey reveals that marketing budget growth is expected to grow by 8.7 percent in the next year, nearly reaching the 8-year high of 8.9 percent and brand and customer acquisition performance continue to improve. What’s more, marketing budgets as a percent of firm revenues have risen again, to almost 10 percent—the highest percentage since August 2012. Marketing analytics spending is growing moderately but is expected to surge by 61 percent in the next three years. Meanwhile, pressures for low prices have dropped by 17 percent since the last survey.

Key findings

Customer experience

Marketers identify their ability to design, deliver, and monitor the customer experience as their top challenge. In response, they’re placing a stronger emphasis on excellent service (28 percent increase) and superior product quality (12 percent increase), compared with the last survey. Furthermore, they feel strongly that trust and employee fulfillment contribute to customer satisfaction. Marketers were least confident in their ability to measure consumers’ perceptions, emotions, and behaviors throughout the customer journey, most notably in business-to-business and business-to-consumer product companies.

Marketing leadership

Marketing leaders believe that new technologies have strengthened the importance of marketing within their organizations (scoring an average of 2.75 on a scale where 7=significantly strengthened and -7=significantly weakened.) A large percentage of leaders report; however that they tend to focus primarily on “managing the present” (68 percent) rather than “preparing for the future” (31 percent).

Marketing capabilities

Marketing capability development remains the critical knowledge investment priority for companies. Slightly more than half of respondents (54 percent) continue to build new marketing capabilities by training current workers or hiring new employees with these skills, though the percentage has decreased slightly from August 2018. Social media is rated as contributing only moderate value to company performance, though more companies report being able to show the business impact of social media.

How does your company compare?

Select your response to the questions below to see how you and your organization compare to those surveyed.

Note: Data from Spring 2019 survey.

Share our key insights and findings

This year’s CMO Survey included key findings across a variety of topics. Save our graphics below for use on your social media channels and to provide important peer data in your reports.

About The CMO Survey

Deloitte supports the CMO Survey—conducted biannually since 2008 by Duke University’s Fuqua School of Business marketing professor Christine Moorman—as a measure of how marketing leaders are navigating this brave new world. The survey reports on their priorities and plans enabling marketers to compare staffing, budgeting, and investment areas, and identify potential trends.

Interested in participating in the upcoming CMO Survey?

About The CMO Program

Deloitte’s CMO Program supports CMOs as they navigate the complexities of the role, anticipate upcoming market trends, and respond to challenges with agile marketing. CMOs often hold one of the most innovative and challenging roles in business today.

Those who excel can operate at the highest level to drive growth and create value for their organizations. Deloitte helps bolster the value CMOs deliver as they advance along their career journeys.

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