Marketing’s role has changed. And it’s likely to keep changing. How are marketing leaders navigating the disruption?
Many marketing organizations were built for activities that look very different from those required in today's fast-paced, digital world. So marketing leaders are changing the game, building key capabilities in-house and rethinking what is outsourced to match new demands and harness new opportunities. Gain insights from the key findings below, interact with the survey data, and view the full results.
Key findings:
- Marketers are planning huge spending increases: 90 percent increase for social, 127 percent for mobile, and 375 percent for analytics.
- CMOs know their organizations lack the skillsets to make the most of these investments, citing capability gaps in marketing analytics, customer development and management, omni-channel execution, and digital marketing.
- Companies are rethinking their marketing organizations, making significant changes in their mix of in-sourcing and outsourcing, investing across the board to build capabilities in-house, and transforming to own the customer experience and capitalize on customer data.
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.
