This document summarizes the key findings of an annual survey of B2B content marketers. Some of the main findings include:
1) Nearly half of respondents expect their organization to hire more content producers in 2023 to help with increased workload.
2) Top performing content marketers are more likely to have a documented strategy, use content management tools, and feel they have the right technologies compared to average and least successful marketers.
3) In-person events have rebounded as a popular content format and are expected to see further investment in 2023, while use of paid distribution channels has decreased slightly from 2021 levels.
4) Creating content aligned across the buyer's journey and different teams remains
The document discusses trends in marketing effectiveness over time based on data from the IPA. It finds that short-termism in marketing has been rising, with campaigns focusing more on immediate returns over long-term brand building. This short-term orientation has boosted short-term returns on marketing investment but has not led to greater profit growth. Additionally, both short and long-term campaign effectiveness has declined in recent years, as has budgets for marketing overall. These trends suggest an overemphasis on short-term goals at the expense of long-term brand building and effectiveness.
Demystifying SEO Investments: Expert Advice On What CMOs Can ExpectSearch Engine Journal
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The CMO Survey - Highlights and Insights Report - March 2023christinemoorman
The document discusses the results of a survey of marketing leaders on topics related to the economy, marketing spending, managing brands, growth strategies, and metrics. Some key findings include:
- Marketers report slightly higher optimism in the US economy than last quarter, though below pre-pandemic levels. Over 40% still feel less optimistic.
- Most companies decreased marketing spending or saw no impact due to inflationary pressures on consumer spending.
- Marketers use an array of metrics to measure performance, but strategic, long-term metrics are measured least consistently.
- Having the right talent and operating model are seen as most important for future revenue growth, while technology has increased in importance.
The document discusses trends in the US music streaming market and provides recommendations for consumer marketing. It notes that streaming grew 32% in 2013 to 118.1 billion streams. Most streaming occurs on mobile devices, with 96% of Pandora's 80 million users accessing it via mobile. It identifies four target listener groups and recommends focusing messaging on switching and new streaming users, simplifying the core messages. The document outlines a strategic direction, positioning and messaging framework, and discusses goals for a go-to-market approach and ongoing customer engagement model.
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Want to get backlinks from high DA sites? (No, this isn't one of those emails asking for money.) Research reports are a great way to get those links at scale — here's how.
The document discusses social media trends for 2023. It notes that TikTok has cemented itself as the dominant platform and is rewriting industry rules by prioritizing organic content and participation. Organic and earned efforts are making a comeback as platforms like Facebook and YouTube see declining revenues and engagement. Brands are taking a more channel-agnostic approach and focusing on engagement and community building rather than uniform strategies across platforms.
The document outlines 10 key principles for marketing success based on an analysis of 996 campaigns across 700 brands and 83 categories. The principles emphasize balancing short-term sales effects with long-term brand building to drive both efficiency and growth. Specifically, they recommend supporting both volume and price; integrating rational and emotional messaging; balancing share of voice between brand and activation channels; and measuring both short and long-term metrics like sales, share of voice, and price elasticity.
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A successful Facebook Ad is made of 2 components: a great design, targeted to the right audience. By analyzing over 100,000 real world ads we’ll show you what’s trending right now.
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[Brighton SEO] Audience Intelligence & SEO: How to integrate data sources to ...Rory Hope
Rory will share details about how SEOs can integrate different data sources to develop SEO personas at a keyword level which help to enhance the effectiveness of an SEO strategy. Learn how to use emerging audience intelligence technologies, Google Analytics, CRM, web monitoring and social listening tools to improve and modernise your approach to SEO, content marketing and digital PR.
The 12th edition of WARC’s annual Marketer’s Toolkit includes a series of reports aimed at helping marketers identify and focus on key areas of industry disruption, determine the most effective strategies, and benefit from arising opportunities.
Decentralized social networks are emerging as the next trend, allowing individual users more control over their data and experience. As concerns grow over privacy and data usage on mainstream platforms, decentralized networks run by consumers rather than corporations offer an alternative. However, challenges remain around moderation and preventing toxicity without centralized oversight. In 2023, one or two decentralized networks may start to gain significant traction if they can address these issues, putting pressure on major platforms to offer users more choice and autonomy.
A Complete Guide To The Best Times To Post On Social Media (And More!)TrackMaven
Do you know the most effective times to post on social media, send an email, or publish a blog? We've broken down the data behind the most effective times to post content on Twitter, Instagram, Facebook, Content Marketing, and Email.
BrightonSEO Oct 2022_ Topical Authority Audits.pptxRobotZebraAgency
This document discusses how to audit the topical authority of competitors by analyzing how they cover topics related to their industry or niche. It recommends clustering keywords by topic, then exporting rankings to see how well competitors cover different topics. The document provides a template for conducting a topical authority audit and analyzing a competitor's coverage of various topics to identify opportunities to improve one's own content coverage.
SEJ Summit 2017: Engaging Content Marketing For Boring Industries by Mindy We...Search Engine Journal
Presenter: Mindy Weinstein of Market Mind Shift
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Digital Marketing Trends and Must-Have Solutions for 2023 Milestone Inc
Here's a perfect recipe for search marketing strategies, digital marketing and consumer trends, along with the must-haves for search marketers in 2023.
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Not sure what to focus on to improve your website rankings?
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The document discusses how marketing should be viewed as a growth engine for companies, especially startups. It outlines five steps to build an effective always-on marketing engine: 1) define the purpose and mission, 2) build integrated marketing components, 3) define success metrics, 4) understand user motivations, and 5) transition from campaigns to always-on engagement. The overall goal of the engine should be to grow the brand, grow the user base, and grow user value through personalized messaging delivered at the right time.
The CMO Survey - Highlights and Insights Report - September 2022 christinemoorman
This document summarizes the key findings of the 29th Edition of The CMO Survey, which examines how marketing strategies, spending, and organizations have changed in a post-Covid environment. Some marketing aspects have changed significantly since the start of the pandemic, while others have returned to pre-Covid levels. Marketers report increased optimism about the US economy compared to the height of the pandemic, but lower than earlier in 2022. Customers continue prioritizing quality but now also emphasize low price due to inflation. Marketing budgets and spending grew during the pandemic but are expected to return closer to pre-Covid levels.
The CMO Survey - Highlights and Insights Report - August 2021christinemoorman
- Marketing leaders are taking on more responsibilities as companies rise to meet ongoing COVID challenges and digital opportunities. Digital marketing spending reached 58% of budgets.
- With increased digital spending, marketing leaders have been asked to lead digital transformations in 73% of companies and take on more strategic responsibilities.
- The report examines marketing spending, performance, growth strategies, and views on diversity, equity, and inclusion. It provides insights and benchmarks to help marketing leaders.
The CMO Survey - Highlights and Insights Report - February 2022 christinemoorman
The summary is as follows:
1) Marketing budgets as a percentage of overall company budgets and revenues have increased to pre-pandemic levels, with marketing spending expected to grow over 10% for the next year.
2) Investments in data analytics saw the largest growth over the past year and have become the most common digital marketing investment.
3) Few companies have specific climate change goals and marketers are less likely than in previous years to take actions to reduce environmental impacts of marketing activities.
4) Marketers expect significant increases in the use of first-party customer data but moderate levels of concern about privacy, believing customers will stay with brands that don't offer strong privacy protections.
The CMO Survey - Highlights and Insights Report - February 2021christinemoorman
The document discusses findings from The CMO Survey regarding the transformation of marketing practices during the COVID-19 pandemic and periods of social and political upheaval. Key findings include:
1) Marketers' optimism about the U.S. economy has rebounded significantly from mid-pandemic levels and is nearing historical highs, with optimism highest in industries reliant on reopening like consumer services and retail.
2) Customers are prioritizing product quality and customer experience most in the next year, though importance of price has risen substantially. Customer metrics like acquisition and retention dropped sharply during the pandemic.
3) The pandemic accelerated digital transformation and increased the importance of marketing, with 72% of leaders
The CMO Survey - Highlights and Insights Report - February 2021christinemoorman
- Marketers report that customer experience, product quality, and a trusting relationship will be top priorities for customers in the next year. Product quality saw a 34.8% increase in importance while trusting relationship saw a 20.4% decrease but remains important.
- Customer experience emerged as the most important priority according to over a third of marketers. Low price saw the largest increase in importance at 62.5%, reflecting belt-tightening during the pandemic.
- A dramatic drop was seen across all key customer metrics like acquisition, retention, new customer entry, product bundling, purchase value, and purchase frequency due to shifting customer expectations during the pandemic year.
The CMO Survey Highlights and Insights February 2015christinemoorman
The CMO Survey collects and disseminates 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 in society.
The CMO Survey - Highlights and Insights Report - Feb 2020christinemoorman
The survey collected responses from 265 top marketers at US companies on their outlook and strategies. Marketers expressed renewed optimism in the US economy compared to a year ago. They anticipate customers will increasingly prioritize trusting relationships over low prices in 2020. Marketers also predicted greater customer acquisition and retention. Regarding growth strategies, marketers reported that over half of their investment continues to be focused on existing markets and offerings, while diversification receives the least investment.
The CMO Survey: Highlights and Insights [August 2016]Filipp Paster
The document summarizes key findings from the 17th administration of The CMO Survey conducted in August 2016. 427 CMOs responded to questions about their outlook on the economy, company growth strategies, marketing budgets, and spending. Key findings include CMOs being more optimistic about their own companies than the overall economy, investments focusing on existing markets and offerings, marketing budgets expected to increase 7.2% on average in the next year, and continued growth in digital marketing spending outpacing traditional advertising.
The CMO Survey Highlights and Insights August 2016christinemoorman
The document summarizes key findings from The CMO Survey, an online survey of over 400 top U.S. marketers administered twice a year. The survey tracks trends in marketing spending, strategies, and performance. Key findings from the most recent survey include: marketing budgets are expected to increase 7.2% in the next 12 months, digital marketing spending continues growing at a slower rate than previous years, and firm performance metrics increased across the board in the last 12 months including sales, profits, and brand value.
It’s no surprise that B2B and B2C marketers have different goals and strategies. In January, we released new research on the overall state of marketing — including businesses of all sizes and types, based on the responses of 5,000+ global marketers.
Now we’re separating B2B from B2C marketers. Today, we present you with data about B2B trends, goals, and obstacles in 2015 with the 2015 State of B2B Marketing.
Using survey responses from 2,100+ B2B marketers, this report takes a look at what B2B marketers are really thinking and dealing with this year.
The CMO Survey - Highlights and Insights Report - Aug 2019christinemoorman
The document summarizes key findings from the 23rd administration of The CMO Survey, which collected responses from 341 top marketers at US companies. Some key findings include:
- Marketer optimism about the US economy climbed slightly after hitting its lowest point in 7 years in the previous survey. B2B product marketers were most optimistic.
- Marketers expect customers in 2020 to prioritize excellent service and superior product quality more than low price.
- Most companies use channel partners to reach markets, especially those in energy, technology and consumer packaged goods industries.
The CMO Survey Report: Highlight and Insights August 2014christinemoorman
The CMO Survey collects and disseminates 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 in society.
The CMO Survey Highlights and Insights February 2017christinemoorman
The CMO Survey is administered twice a year via an Internet survey to collect and disseminate the opinions of top marketers. It aims to predict market trends and improve marketing value. The February 2017 survey was the 18th administration, with 388 respondents out of 2813 marketers contacted, a 13.8% response rate. Results are reported in aggregate form or by industry/firm characteristics. The survey covers topics like the economy, growth strategies, marketing spending, performance, social media, mobile, jobs, leadership and analytics.
Cmo Survey Highlights And Insights, August 2009FuquaMarketing
The document provides an overview and summary of results from the August 2009 CMO Survey. Some key findings include:
- Marketer optimism about the economy improved significantly compared to prior surveys. Optimism about customer and partner growth also rebounded.
- Customers' top priority remains low price, though purchase volume is expected to accelerate. Growth strategies are shifting towards new products/services for current markets.
- Marketing spending is increasing for internet marketing and new product introductions. Brand building saw the largest spending increase.
- Performance gains were modest over the past 12 months but goals for the next 12 months, like customer acquisition and profits, increased ambitiously.
- The survey recognizes firms for marketing
"Budget + Strategy: Tipping the Balance (Sheet) in Your Favor" WebinarBluespire Marketing
During this BlueSpire TrendLab webinar, our marketing experts analyze results from an exclusive BlueSpire poll on what marketers are experiencing with budgeting and strategic planning.
Among the many things discussed during the webinar were:
- How financial and healthcare marketers are approaching/handling strategic planning and budgeting.
- The importance of tracking, measuring and reporting, all key elements to consider when deciding how to target audiences and get budgets approved.
- Specific recommendations that can be implemented at any type of organization, including those in highly regulated industries.
The survey found that most marketers plan to increase or maintain their marketing budgets in 2015, with many shifting spending from traditional to digital channels. Social media marketing and mobile marketing were seen as most critical to businesses and were the top areas for increased spending. The biggest challenges identified were new business development, quality of leads, and staying up to date with marketing technologies. Marketers saw technologies like mobile apps, marketing automation, and CRM tools as most critical for creating a cohesive customer journey across channels.
The document is a report summarizing the results of a survey of over 5,000 marketers about their budgets, priorities, and strategies for 2015 across digital channels. Some key findings include:
- 84% of marketers plan to increase or maintain their spending in 2015.
- Top challenges for marketers are new business development, quality of leads, and staying up to date with marketing technology/trends.
- Social media, mobile, and email are seen as core channels, with marketers focusing on metrics like traffic, click-through rates, and customer satisfaction.
Executives are now focused on growth after the global economic downturn made them cautious. Revenue growth is the top priority for most executives over the next three years, as they believe economic conditions are improving. While some effects of the recession may persist, executives feel their companies are well positioned competitively for the future. Tools related to innovation, scenario planning, and price optimization are expected to see increased usage in 2011 as companies prepare for growth.
Similar to The CMO Survey - Highlights and Insights Report - Spring 2024 (20)
The CMO Survey Highlights and Insights Report - Feb 2019christinemoorman
The survey found that marketer optimism about the US economy dropped to its lowest level since 2011, with more marketers feeling less optimistic compared to the previous quarter. Marketers expect customers in the next year to prioritize price and trusting relationships over product quality. The top three projected customer outcomes are increased acquisition of new customers, increased purchase volume, and increased cross-selling. More companies are using channel partners to reach markets. Marketers forecast that channel partners will see strong metrics over the next year such as increases in purchase volume and purchases of related products and services.
The CMO Survey - Highlights and Insights Report - August 2018christinemoorman
Marketing budgets grew modestly in the past year according to CMO survey responses. Spending on existing markets and products/services continues to dominate companies' growth strategies, though there was a slight shift toward more spending on new product/service development. Having the right talent remains the top priority for driving future organic growth. Internet sales remain modest across sectors due to needs for greater human interaction and new business models.
The CMO Survey - Highights and Insights Report - Feb 2018christinemoorman
The document summarizes the findings of The CMO Survey, which collects opinions from top marketers twice a year. Some key findings from the most recent survey include:
- Marketer optimism about the U.S. economy increased compared to the last quarter, with over 50% of respondents more optimistic. Customer outcomes like acquisition, spending and retention are expected to improve.
- When asked about growth strategies, over half of marketers said their spending focused on market penetration of existing products/services in existing markets. Having the right talent was seen as most important for driving future organic growth.
- Regarding customers, priorities are shifting more towards service. Channel partner purchase volumes and related spending are also forecasted to
The CMO Survey - Highlights and Insights - Aug 2017christinemoorman
The document provides information about The CMO Survey, which collects opinions from top marketers twice per year via an online survey. It has been administered 19 times since 2008. The August 2017 survey received responses from 2628 marketers with a 13.3% response rate. The document outlines the survey's mission, methodology, topics covered in the survey, and provides some high-level results.
The document summarizes the results of a survey of top marketers in the US. Some key findings include:
- Marketing budgets are forecast to increase 6.9% in the next year, with digital marketing spend up 13.2% and traditional advertising spend down 3.2%.
- International markets still represent a small portion of company sales, though Western Europe is seen as the top current and future growth market.
- Marketers' optimism about the overall US economy has weakened, though they remain more optimistic about their own companies' prospects. Customer indicators are also expected to weaken in the coming year.
The CMO Survey Highlights and Insights August 2015christinemoorman
- The document discusses the results of a survey of top marketers regarding various topics related to marketing. The survey has been administered twice a year since 2008 to track trends over time.
- Key findings from the recent survey include marketers maintaining a positive but cautious outlook on the US economy, an expected shift in growth strategies with less emphasis on market penetration, and rising budgets for digital and mobile marketing.
- Performance metrics are mixed, with sales and profits up in the last year but weaker growth for customer retention and brand value. Social media spending continues to increase significantly.
The CMO Survey Highlights and Insights - Aug 2013christinemoorman
Marketing budgets are expected to grow more slowly in the next year, with an overall increase of 4.3% compared to 6.4% last year. Spending on digital marketing is leveling off at around 10% of total budgets, while spending on traditional advertising continues to decline sharply. Other marketing investments like new product introductions, customer relationship management, and brand building are still expected to increase but at a slower pace than in previous years.
The cmo survey_highlights_and_insights_aug - 13-finalchristinemoorman
Marketing budgets are expected to grow more slowly in the next year, with an overall increase of 4.3% compared to 6.4% last year. Digital marketing spending is leveling off at 10% of total budgets while traditional advertising continues to decline sharply. While other marketing investments like new product introductions, customer relationship management and brand building will still see positive growth, the rate of increase is slowing compared to previous periods.
The CMO Survey Highlights and Insights February 2013 - Correctedchristinemoorman
The survey found that marketer optimism for the U.S. economy showed a cautious rise, with optimism almost doubling from 29% to 56.4% of the sample. Marketers were also more optimistic about their own companies than the overall economy. Most customer metrics were forecast to increase in the next 12 months, though there was an expected shift away from customers prioritizing low price. Growth strategies were expected to take on more risk, with diversification increasing by 28%. International focus remained on Canada, Western Europe, and China, though growth of international markets slowed overall. Marketing budget growth flattened, with spending up in all sectors except B2C-Product. Spending on traditional advertising continued to plummet while all other categories
The CMO Survey Highlights and Insights February 2013christinemoorman
Marketing spending growth is expected to flatten in the next year. While budgets are increasing in most sectors and categories, the growth rate is slowing. Traditional advertising spending continues to decline sharply, falling an expected 2.7% over the next 12 months. In contrast, all other marketing spending categories are expected to see positive but slower growth compared to last year. International sales growth is also stagnating, with the highest increases expected in Mexico and Eastern Europe.
The cmo survey_highlights_and_insights_august-2012-finalchristinemoorman
The survey summarizes findings from a survey of over 500 top marketers. Key findings include:
1. Marketer optimism about the U.S. economy declined again, with the greatest pessimism in B2B sectors.
2. Marketers expect decreases in key customer metrics like purchase volume and retention in the next year.
3. Growth strategies are expected to take on more risk, with increased focus on new markets, products, and diversification.
4. International growth is strongest in Canada and China, with B2C companies seeing over 100% revenue growth in China.
The CMO Survey Highlights and Insights February 2012christinemoorman
The CMO Survey collects opinions from top marketers to predict market trends. The February 2012 survey was the eighth administration with 269 respondents. It asks questions about marketplace dynamics, firm growth strategies, marketing spending, performance, social media, jobs, organization, leadership, analytics, and more. Key findings include that marketer optimism for the US economy rebounded to its highest level in 3 years, optimism for firms' revenue growth exceeded that for the overall economy, and marketing budgets continue growing with B2B product firms expecting the most growth. Traditional advertising spending is expected to decline further.
The cmo survey_highlights_and_insights-aug-2011_finalchristinemoorman
The survey found that marketer optimism for the overall U.S. economy reached its lowest point in two years, with an average rating of 55.6 out of 100. Most marketers (57.4%) said they were less optimistic about the economy compared to the previous quarter. However, marketer optimism for their own company's revenue prospects weakened less, with an average rating of 66.4 out of 100. While 51.4% saw no change in optimism for their company, 25.7% felt more optimistic and 22.8% felt less optimistic about their company's revenue prospects.
The cmo survey highlights and insights, feb 2011christinemoorman
The survey found that marketer optimism about the overall US economy reached its highest point in two years, with an optimism score of 63.3 out of 100. Marketer optimism about their own company's revenue prospects continues to accelerate, scoring 73.2 out of 100. Over two-thirds of marketers say they are more optimistic about their company's revenue compared to last quarter, while optimism about the overall US economy increased from the previous quarter.
The cmo survey highlights and insights, august 2010christinemoorman
The survey summarizes findings from a CMO survey on marketplace dynamics and firm growth strategies:
1) Marketers are less optimistic about the overall economy but remain optimistic about their own company's prospects.
2) Companies expect to emphasize growth through existing products and markets like customer retention and market penetration.
3) Organic growth remains the dominant strategy though sectors vary in their use of partnerships and acquisitions.
Business Lessons From Emmanuel Katto UgandaOliviaCox14
Emmanuel Katto, a prominent businessman and former rally driver, has shared several key business lessons from his extensive career. His mantra, “always put in 110% effort,” underscores the importance of hard work and dedication in achieving success. He stresses the need for careful planning and strategic decision-making. Check out the PPT to know more.
As the world spins on its axis, the constant ebb and flow of current events, technological advancements, and social trends shape our daily lives. Here are the top five predictions for today that are set to influence various facets of our global society:
1. AI Integration in Daily Life
Artificial Intelligence (AI) continues to embed itself deeper into our everyday routines. Today, expect to see more AI-driven solutions in sectors like healthcare, finance, and education. Personalized learning experiences powered by AI algorithms are becoming mainstream, while in healthcare, AI is aiding in early diagnosis and personalized treatment plans. Financial institutions are increasingly relying on AI for fraud detection and customer service automation.
2. Stock Market Fluctuations Amid Economic Uncertainty
The stock market remains a rollercoaster, reflecting global economic uncertainties. Inflation concerns, geopolitical tensions, and shifting monetary policies are likely to cause significant fluctuations. Investors should brace for a volatile day as markets react to new economic data and policy announcements. Keep an eye on tech stocks, which are particularly sensitive to changes in interest rates and investor sentiment.
3. Climate Action and Environmental Policies
With climate change becoming an ever-pressing issue, today's headlines will likely feature significant climate action. Governments and organizations are set to announce new policies and initiatives aimed at reducing carbon footprints and promoting sustainable practices. From renewable energy investments to stricter emission regulations, these efforts are critical in the global fight against climate change.
4. Breakthroughs in Medical Research
The field of medical research is on the cusp of several groundbreaking discoveries. Today, we anticipate announcements of advancements in treatments for chronic diseases such as cancer, diabetes, and neurodegenerative disorders. Innovative therapies, including gene editing and personalized medicine, are set to offer new hope for patients worldwide. These breakthroughs not only promise to improve health outcomes but also to revolutionize medical practices.
5. Social Media Trends and Digital Influences
Social media platforms continue to shape public opinion and cultural trends. Today, expect new viral challenges, influencer endorsements, and social justice movements gaining traction online. With platforms like TikTok and Instagram driving much of the digital conversation, brands and public figures will leverage these channels to connect with audiences and promote their messages. Be prepared for a flood of new content that could spark debates and inspire collective action.
As these predictions unfold, they will undoubtedly impact various aspects of our lives. Staying informed and adaptable is key to navigating the rapid changes in today's dynamic world.
Cracking the Corporate Social Responsibilty Code.pptxWorkforce Group
Corporate Social Responsibility (CSR) has evolved from a nice-to-have to a strategic imperative for businesses aiming for long-term success. Understanding and implementing effective CSR strategies can transform your organisation’s relationship with stakeholders, enhance its reputation, and contribute to its financial performance.
Implementing effective CSR strategies involves more than just philanthropic efforts; it requires a comprehensive understanding of your company's role in the community and the environment.
So, how do you approach Corporate Social Responsibility (CSR)?
In this deck you will learn the underlying concept of an effective Corporate Social Responsibility (CSR) strategy.
You’ll also learn
•The various types of CSR initiatives that exists
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CH.3.pptx DIGITAL MARKETINGSTRATEGY, IMPLEMENTATION AND PRACTICESeventh Edi...motasem221
DIGITAL MARKETINGSTRATEGY, IMPLEMENTATION AND PRACTICESeventh Edition DDIGITAL MARKETINGSTRATEGY, IMPLEMENTATION AND PRACTICESeventh EditionDIGITAL MARKETINGSTRATEGY, IMPLEMENTATION AND PRACTICESeventh Edition
Solution manual for canadian income taxation 20222023 25th edition by william...stanslausnzuki569
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Solution manual for canadian income taxation 20222023 25th edition by william buckwold joan kitunen matthew roman.pdf
Discover the power of virtual paralegals! Learn how to streamline your legal practice with remote paralegal support. This Slideshare presentation explores the benefits, roles, and essential skills of virtual paralegals. Optimize your workflow and boost efficiency.
From Dallas to Houston Exploring Texas.docxKeilyLexi
The Austin housing market has captured the nation's attention due to its rapid growth and dynamic changes. This vibrant city, known for its live music scene and tech industry, is facing both opportunities and challenges in its housing sector. For residents and potential buyers, understanding these complexities is crucial.
Honoring and Understanding the Significance of Guru PurnimaExotic India
In the oldest beliefs, it is believed that the day marks the first transmission of the Yogic sciences from Lord Shiva (The Adi yogi or first yogi) to his disciples, the ‘Saptarishi
Top 10 Tech Leaders Revolutionizing Industries, 2024.pdfCIO Look Magazine
facilitating a remarkable revival of these dormant wells—Reena Jain worked tirelessly armed with her expertise as an oilfield engineer at Schlumberger. Her technical prowess in executing well-stimulating jobs breathed life into over a hundred abandoned wells, rekindling hope and productivity.
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Mobile Application Pentesting, also known as penetration testing. It is an important method for detecting and fixing security weaknesses in mobile applications. Here, cyber security specialists pretend that they are attackers while conducting tests in order to discover some possible flaws in advance of attackers taking advantage of them.
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2. Spring 2024
Click to edit title style
2
in order to predict the future of markets, track
marketing excellence, and improve the value of marketing in organizations
and society. It is an objective source of marketing information dedicated
to the field of marketing.
Founded in 2008, The CMO Survey is administered twice a year.
Each edition includes three reports:
• offers an aggregate view of the results.
• shares key metrics,
trends, and insights over time.
• displays results by sectors,
headcount, revenue, and percent online sales.
The CMO Survey is sponsored by
Deloitte LLP, Duke University’s Fuqua
School of Business, and the American
Marketing Association. Sponsor support
includes intellectual and financial
resources. Survey data and participant
lists are held in strict confidence and are
not provided to sponsors or any other
parties.
About the Survey
3. Spring 2024
Click to edit title style
3
Contents
Survey Method and Survey Sample 4
Macroeconomic Forecasts 7
Monitoring Partners and Customers 11
Marketing Budgets 14
Growth 23
Managing Marketing Technology 29
Use of AI in Marketing 44
Marketing Leadership 50
Marketing Organization and Jobs 54
Marketing and Sustainability 61
Marketing Performance 67
The CMO Survey Award for Marketing Excellence 72
4. Spring 2024
Click to edit title style
4
The CMO Survey monitors key marketing indicators. Since 2008, marketing
spending and performance indicators have been observed twice a year to
offer benchmarks and insights to the marketing profession.
This 32nd edition continues to follow these trends while also examining:
• Managing marketing technologies and generative AI
• Managing growth
• Managing sustainability
M = Average B2B = Business-to-Business Companies
SD = Standard Deviation B2C = Business-to-Consumer Companies
• Survey was in the field
February 6-March 5, 2024.
• 2085 marketing leaders at U.S.
for-profit companies; 292
responded for a 14% response
rate—94% of respondents are
VP-level or above.
• In 2023, the survey shifted to
a Spring and Fall
administration. This is
reflected in calendar labels
used throughout this report.
Survey Method
5. Spring 2024
Click to edit title style
5
38.0%
24.0%
23.3%
14.7%
Tech / Software / Platform 15.9%
Banking / Finance / Insurance 11.0%
Retail / Wholesale 10.7%
Manufacturing 9.3%
Consumer Packaged Goods 9.0%
Healthcare 8.3%
Professional Services 7.2%
Pharmaceuticals / Biotech 6.6%
Communications / Media 4.8%
Transportation 4.8%
Real Estate 3.4%
Energy 3.1%
Education 2.8%
Mining / Construction 1.7%
Consumer Services 1.4%
• 2085 marketing leaders at
for-profit U.S. companies
• 292 responded for a 14%
response rate
• 94% of respondents are
VP-level or above
Sample
B2C
Services
B2C
Product
B2B
Product
B2B
Services
7. 7
Optimism about the U.S. economy remains consistent at 67.0 on a 100-point scale, following 66.7 in Fall 2023. After drops in
Fall 2022 (57.2) and Spring 2023 (58.3) due to the dual threats of recession and inflation, this level continues to climb back in
line with the post pandemic high of 69.6 (August 2021).
Even with a maintained sense of optimism, inflationary pressures are still, on average, leading to a decrease in marketing
spending levels. The Spring 2024 decrease remains consistent with the second half of 2023 at 45%, but lower than one year
ago when levels reached 52%. All economic sectors are experiencing spending pressures with B2B Services (49.3%) and B2C
Services (52.6%) companies reporting the highest levels of “decreasing marketing spending levels” due to inflation.
From an industry perspective, Consumer Packaged Goods (60.0%), Communications / Media (57.1%), and Energy 55.6%)
report the largest “decrease in marketing spending” due to inflationary pressures. On the flip side, marketing spending at
Consumer Services (66.7%), Manufacturing (55.6%), and Tech / Software / Platform (43.5%) is the least impacted by inflation.
Macroeconomic Forecasts
8. 8
Spring 2024
B2B Product 67.3
B2B Services 63.8
B2C Product 67.2
B2C Services 71.2
Rate your optimism about the U.S. economy on a scale from 0-100 with 0 being the
least optimistic and 100 being the most optimistic.
Marketer optimism remains steady as recession fears abate
Most optimistic industries
• Real Estate (74.1)
• Consumer Services (73.3)
• Manufacturing (72.4)
Least optimistic industries
• Mining / Construction (58.8)
• Transportation (59.9)
• Pharma / Biotech (63.2)
50
60
70
80
Feb-21 Aug-21 Feb-22 Fall-22 Spring-23 Fall-23 Spring-24
Economic Sector
Industry Sector
9. 9
Spring 2024
Are you more or less optimistic about the U.S. economy compared to last quarter?
Marketers are more optimistic about the U.S.
economy compared to last quarter
Less optimistic
More optimistic
No change
The majority of marketers remain hopeful about
the U.S. economy this quarter with 43.7%
reporting they feel “more optimistic.” However,
this number is down from 49.0% in the Fall
2023 survey. Those feeling “less optimistic”
grew slightly from 22.7% to 25.3% during this
time frame. B2B companies are most
optimistic with 47.8% of B2B Services
companies and 43.4% of B2B Product
companies reporting they are “more
optimistic.” On the other hand, B2C Product
companies are the most pessimistic with
31.8% feeling “less optimistic” than last
quarter. Companies within the Education
industry report feeling the most hopeful with
71.4% feeling “more optimistic” than last
quarter. By contrast, only 30.0% of
Professional Services companies are feeling
“more optimistic.”
Insights
10. 10
Spring 2024
Are current inflationary pressures impacting marketing spending levels in your company?
Inflationary pressures continue to put pressures on
marketing spending levels
0%
10%
20%
30%
40%
50%
60%
Increasing marketing
spending levels
Decreasing marketing
spending levels
No impact
Spring-23 Fall-23 Spring-24
11. 11
Monitoring Partners and
Customers
For the first time during the past decade, marketing leaders report an increase in the use of channel partners with 58.6% in
Spring 2024, up from 54.9% in Fall 2023. The industries that continue to use channel partners the most are Mining /
Construction (80.0%) and Transportation (71.4%) as well as B2B (67.6%) and B2C Product (61.8%) companies.
Marketing leaders identify consumers’ top three priorities as “Superior Product Quality,” “Low Price,” and a “Trusting
Relationship.” The number of companies ranking “Superior Product Quality” as their top—and dominant—consumer priority (at
34.3%) has continued to increase in importance over the last two years. “Low Price” doubled in importance over the last two
years take the second priority position (18.5%), likely reflecting inflationary stress. “Trusting Relationship,” in the third priority
position (at 16.2%), has increased in importance while “Excellent Service” (at 11.4%) has declined in importance over the last
two years.
12. 12
Spring 2024
Companies increase use of channel partners in go-to-market
for the first time in 5 years
Does your firm use channel partners or go directly to market?
0%
20%
40%
60%
80%
100%
Aug-13 Aug-19 Sept-22 Fall-23 Spring-24
Use channel partners Does not use channel partners
Use Partners
B2B Product 67.6%
B2B Services 48.6%
B2C Product 61.8%
B2C Services 46.5%
Top Channel Partner Users
• Mining / Construction (80.0%)
• Transportation (71.4%)
• Real Estate (70.0%)
Bottom Channel Partner Users
• Professional Services (76.2%)
• Energy (66.7%)
• Education (62.5%)
Economic Sector
Industry Sector
13. 13
Spring 2024
0%
10%
20%
30%
40%
Positive Impact
on the World
Superior
Innovation
Low Price Customer
Experience
Trusting
Relationship
Excellent
Service
Superior
Product Quality
Feb-22 Spring-23 Spring-24
Rank your customers’ top three priorities over the next 12 months (% reporting 1st priority)
Consumers prioritize superior product quality, while customer
experience and service decline
14. 14
Marketing budget as a percentage of company budget continues to drop to 10.2%, nearing the pandemic low of 9.8% in August
2021. In contrast, marketing budget as a percent of company revenues increased to 10.1%, up from 9.2 % in Fall 2023. The
percentage change in marketing spending over the last year is +2.5%, consistently declining since September 2022, but relatively
constant from this time one year ago (+2.9%). Digital marketing spend change rebounds from +8.2% one year ago to +8.9% in this
survey after a decrease to +7.9% in Fall 2023. These spending trends are consistent with a flatline level of optimism in economic
improvements overall. Looking to the future, growth in overall marketing spending is expected to increase by +4.7% (from +2.5%)
while digital marketing spending growth is expected to cool to +8.0% (from +8.9%).
Relative to the prior 12 months, growth in spending on Customer Relationship Management, Brand Building, and Customer
Experience is predicted to slow in the next 12 months. And while the overall level of investments remain positive, the drops in CRM
investments from 6.2% to 3.9% (37% lower) and Branding Building from 5.5% to 3.9% (41% lower) are dramatic. Spending on New
Product Introductions is predicted to lift to 5.9% this year after a drop in Fall 2023 to 5.5% while investments in New Service
Introductions are predicted to drop from 3.7% in Fall 2023 to 2.9% in Spring 2024. Traditional advertising marketing spend remains in
pre-COVID negative growth territory at -2.1%, down from -.06% in Fall 2023. Social media spending continues to dip over the last
year, down to 11% from 17% one year ago. However, marketers anticipate social media spending will increase to 12.2% in the next
12 months and back up to 16.3% in five years.
Marketing Budgets
15. 15
Spring 2024
Marketing expenses account for what percent of your company’s overall budget?
Marketing expenses account for what percent of your company’s sales revenues?
Marketing budgets over time
0%
5%
10%
15%
20%
Feb-20 Jun-20 Feb-21 Aug-21 Feb-22 Sept-22 Spring-23 Fall-23 Spring-24
% Overall Company Budget % Company Revenues
17. 17
Spring 2024
Marketing spending growth flat but expected to increase; digital marketing
spend growth increases but is predicted to decrease over the next year
-5%
0%
5%
10%
15%
20%
25%
Feb-20 Jun-20 Feb-21 Aug-21 Feb-22 Sept-22 Spring-23 Fall-23 Spring-24 Next 12
Months
% Overall marketing spend change % Digital marketing spend change
By what percent has your overall marketing spending (digital marketing spending) changed
in the prior 12 months? Expected change during the next 12 months?
18. 18
Spring 2024
Brand building spending drops by 41% and customer
relationship management spending drops by 37%
Relative to the prior 12 months, by what percent do you expect your marketing
budget to change in the next 12 months in each area?
CRM
Brand
Building
Customer
Experience
B2B Product 3.9% 4.6% 4.0%
B2B Services 2.5% 1.8% 2.8%
B2C Product 5.4% 4.9% 7.3%
B2C Services 3.5% 3.9% 5.7%
Largest increase in CRM Spending
• Banking / Finance / Insurance (8.3%)
• Mining / Construction (7.5%)
Largest increase in Brand Building Spending
• Retail / Wholesale (6.5%)
• Pharma / Biotech (6.4%)
Largest increase in Customer Experience
• Healthcare (8.0%)
• Transportation (7.8%)
Economic Sector
Industry Sector
0%
1%
2%
3%
4%
5%
6%
7%
Customer Relationship
Management
Brand Building Customer Experience
Spring-23 Fall-23 Spring-24
19. 19
Spring 2024
Companies to spend less on new service introductions while
budgets for new products show slight growth
Relative to the prior 12 months, by what percent do you expect your
marketing budget for new products and services to change in the next 12
months in each area?
0%
1%
2%
3%
4%
5%
6%
7%
New Product Introductions New Service Introductions
Spring-23 Fall-23 Spring-24
New Products New Services
B2B Product 7.1% 2.3%
B2B Services 2.7% 3.9%
B2C Product 10.4% 3.2%
B2C Services -0.8% 2.0%
Largest increase in New Product Introductions
• Consumer Packaged Goods (9.8%)
• Banking / Finance / Insurance (9.0%)
• Tech / Software / Platform (7.7%)
Largest increase in New Service Introductions
• Professional Services (5.8%)
• Banking / Finance / Insurance (5.8%)
• Consumer Services (5.0%)
Economic Sector
Industry Sector
20. 20
Spring 2024
Relative to the prior 12 months, by what percent do you expect your marketing
budget to change in the next 12 months in traditional advertising?
Traditional advertising marketing spend pivots, and continues to
remain in pre-Covid negative growth territory
All economic sectors have taken a dip in
traditional advertising spending, with the
B2C Product sector experiencing the
smallest decrease (-0.45%). Among
specific industries, the largest decreases
in traditional advertising investment are in
Energy -8.3% and in Mining / Construction
6.3%. In contrast, Retail / Wholesale plans
to invest more in this area, with a 1.2%
increase in traditional advertising spend
over the next 12 months. Smaller-sized
companies (with 50-99 employees) expect
a small increase of spend in this area
(+1.2%) while larger companies plan to
decrease spend.
-6%
-4%
-2%
0%
2%
4%
Feb-20 Jun-20 Feb-21 Aug-21 Feb-22 Sept-22 Spring-23 Fall-23 Spring-24
Insights
21. 21
Spring 2024
What percent of your marketing budget are you currently spending on social
media? What percent will you spend in the next 12 months? 5 years?
Despite a significant dip from Fall-23, marketing
leaders predict a steep rise in social media spending
over the next five years. The sectors predicting the
biggest increases in five years are Manufacturing
(+130.4% increase), Transportation (+77.5%),
Pharma / Biotech (+74.2%), and Real Estate
(+71.1%). The smallest predicted growth is in Tech /
Software / Platform (29.5%) and Healthcare
(+31.4%). Brick-and-mortar companies predict they
will increase social media spending from 9.4% to
14.3% (+52% increase) of their budgets in the next 5
years.
Present 1 Year 5 years
B2B Product 7.3% 8.7% 12.1%
B2B Services 8.9% 9.2% 11.6%
B2C Product 16.2% 18.2% 24.9%
B2C Services 16.9% 18.1% 22.7%
Social media spending takes a big dip; forecasted to
increase by same amount in 5 years
0%
5%
10%
15%
20%
25%
30%
Feb-21 Aug-21 Feb-22 Sept-22 Spring-23 Fall-23 Spring-24 Next 12
Months
In 5
Years
Economic Sector
Insights
22. 22
Spring 2024
When presented with extra budget, marketing leaders
overwhelmingly prioritize boosting and developing their workforce
If you had an extra $1M of budget given to the marketing organization to use any way you wanted, where/how
would you invest it? (% of respondents using budget for activity)
*The remainder of investments were 2% or less of the sample.
23. 23
Marketing leaders report their largest revenue markets are growing at a rate of 12.1% per year on average. Companies operating in
service markets are growing at nearly twice the rate (16.7%) compared to product markets (9.4%). Among the industry sectors,
Professional Services (35.6%), Pharma / Biotech (18.7%), and Tech / Software / Platform (17.7%) report the fastest growing markets.
Of companies with fewer than 50 employees, markets are growing at 26.9%, among companies with 50-99 employees, markets are
growing at 20.4%. By contrast, companies with 10,000+ employees are growing at 8.8%. Growth is stronger in companies with 50-
99% of sales online (23.2%) and 100% of sales online (16.1%) with growth levels at half these rates at lower online sales levels.
Focusing on their own companies, average revenues are growing faster than markets (16.4%) with B2B companies growing faster
(19.1%) than B2C companies (11.5%). Across market and company growth, B2C Product markets (7.7%) and companies (10.1%)
are growing at the slowest rates. Likewise, Mining / Construction, Retail / Wholesale, and Energy companies and markets are the
slowest growing sectors.
In explaining why their companies are growing faster than markets, marketing leaders cite strategy differentiation, go-to-market
capabilities, and strategy execution as the top reasons. For those companies growing slower than markets, marketing leaders cite
underfunded strategies, not having the right go-to-market capabilities, and undifferentiated strategies as the top reasons.
Growth
24. 24
Spring 2024
By what percent are revenues in your largest revenue market growing or decreasing in size?
Markets growing at an average of 12.1%, with markets for services
growing at a faster rate (16.7%) than products (9.4%)
0%
5%
10%
15%
20%
Average revenue
growth rate in
B2B Product B2B Services B2C Product B2C Services
95 Percent Confidence Interval
Around the Mean = 8.9% – 15.3%
25. Spring 2024 25
16.1%
23.2%
5.9%
10.5%
12.7%
100%
50-99%
11-49%
1-10%
0%
Revenue markets grow more in internet-dominated companies, B2B companies,
smaller companies, and in the Professional Services sector
By what percent are revenues in your largest revenue market growing or decreasing in size?
% Revenue Growth
B2B Product 10.3%
B2B Services 17.9%
B2C Product 7.7%
B2C Services 13.7%
Employees Revenues
Online Sales
Economic Sector
Industry Sector
8.8%
5.3%
9.7%
11.1%
7.8%
10.7%
20.4%
26.9%
>10K
5K-9.9K
2.5K-4.9K
1K-2.4K
500-999
100-499
50-99
<50
9.7%
7.7%
7.1%
13.6%
7.9%
14.3%
31.9%
>$10B
$1-9.9B
$500-999M
$100-499M
$26-99M
$10-25M
<$10M
Top 3 Sectors
• Professional Services (35.6%)
• Pharma / Biotech (18.7%)
• Tech / Software / Platform (17.7%)
Bottom 3 Sectors
• Mining / Construction (-2.5%)
• Energy (-1.0%)
• Retail / Wholesale (-0.7%)
12.1%
26. 26
Spring 2024
By what percent are your company’s revenues in this market growing or decreasing?
0%
5%
10%
15%
20%
25%
B2B Product B2B Services B2C Product B2C Services
Companies report higher revenue growth than market at 16.4%: B2B
companies grow more (19.1%) than B2C companies (11.5%)
Average
revenue growth
rate in market
95 Percent Confidence Interval
Around the Mean = 12.4% – 20.3%
27. Spring 2024 27
10.3%
23.3%
9.6%
12.5%
21.9%
100%
50-99%
11-49%
1-10%
0%
Biggest revenue growth: B2B companies, smaller companies, and Professional
Services and Tech industries
By what percent are your company’s revenues in this market growing or decreasing?
B2B Product 19.2%
B2B Services 18.9%
B2C Product 10.1%
B2C Services 13.9%
Employees Revenues
Online Sales
Economic Sector
Industry Sector
11.3%
8.7%
9.7%
9.9%
9.4%
18.0%
36.9%
39.4%
>10K
5K-9.9K
2.5K-4.9K
1K-2.4K
500-999
100-499
50-99
<50
13.0%
7.3%
11.2%
16.2%
13.2%
32.0%
45.6%
>$10B
$1-9.9B
$500-999M
$100-499M
$26-99M
$10-25M
<$10M
Top 3 Sectors
• Professional Services (47.9%)
• Tech / Software / Platform (28.7%)
• Pharma / Biotech (20.1%)
Bottom 3 Sectors
• Mining / Construction (0.3%)
• Retail / Wholesale (3.3%)
• Energy (3.4%)
16.4%
% Revenue Growth
28. Spring 2024 28
How company growth compares to market growth
Company growth
exceeds market
growth
95 Percent Confidence Interval
Around the Mean = 0.7% – 6.0%
Exceeding Market Growth
(Average +36.6%)
Above Market Growth
(Average +12.9%)
Slightly Above Market Growth
(Average +3.0%)
On Par with Market Growth
Slightly Below Market Growth
(Average -10.1%)
Well Below Market Growth
(Average -63.4%)
Below Market Growth
(Average -3.0%)
% of Companies Surveyed
29. 29
Spring 2024
How marketing leaders explain company growth relative to market growth
1. Our strategy was effectively differentiated: 60.3%
2. We have the right go-to-market capabilities: 54.8%
3. Our strategy was well-executed: 49.2%
4. We have the right talent for our strategy: 44.4%
5. Our strategy was well-designed: 34.1%
6. The market and competitive intelligence were strong: 31.7%
7. Our strategy was adequately funded: 24.6%
8. We have the right martech systems: 13.5%
1. Our strategy was underfunded: 42.2%
2. We do not have the right go-to-market capabilities: 37.8%
3. Our strategy was not effectively differentiated: 33.3%
4. We do not have the right talent for our strategy: 31.1%
5. The market and competitive intelligence were weak: 28.9%
6. Our strategy was not well-executed: 17.8%
7. We do not have the right martech systems: 15.6%
8. Our strategy was not well-designed: 8.9%
Why is your company performing
than market?
Why is your company performing
than market?
30. 30
Over three-fourths (75.3%) of companies surveyed are using marketing technologies (Martech), with high-revenue organizations leading.
Spending as a percentage of marketing budget on Martech is 19.9% and is expected to grow to 23.5% in one year (up 18%) and to 30.9% in five
years (up 55%). Considering this spending, Approximately 62% of marketing activities use Martech tools, up from 58.4% one year ago. At the
same time, only 56.4% of all Martech tools purchased are being used.
The adoption of Martech tools is driven by company goals, strategy, and the value it seeks to provide to customers—pressure from inside the
company or from competitors is not important. The focus in managing Martech is on “optimizing existing tools” and “identifying tools for a stronger
customer experience” while “hiring or retaining talent” and “creating a shared cross-enterprise strategy” are given less attention. Marketing
leaders believe they are performing at average levels on “selecting the right company to provide Martech” and “selecting the right mix of Martech
for their needs.” On the flip side, leaders report weak performance on “hiring staff to manage Martech” and on “integrating Martech across other
data systems in the company.”
To evaluate the effectiveness of Martech systems, the most commonly used metric is Lead Generation (76.2% of companies), followed by Sales
(67.9%) and Lead Conversion (64.9%). Customer metrics such as Customer Acquisition (41.1%), Customer Satisfaction (38.1%), Customer
Lifetime Value (28%), and Customer Loyalty (27.4%) lag in use as does Pipeline Acceleration (22.6%). Martech impact on company performance
is evaluated as 4.7 on a 7-point scale where 1=not at all and 7=a great deal. Impact is strongest on company marketing strategy and least on
operations strategy. Nearly half of all marketing leaders report a gap between actual Martech payoffs and their hopes for these payoffs. This gap is
evaluated at 34% of expectations. The largest share of companies audit their Martech tools yearly.
Managing Marketing Technologies
31. 31
Spring 2024
Companies embrace marketing technologies
Is your company using marketing technology?
Usage of marketing technology varies by size of
company with the largest companies (measured in
revenues) the heaviest users. Usage also varies by
industry sector. Heaviest users of marketing technology
are Transportation (100.0%), Real Estate (100%),
Consumer Services (100%), and Tech / Software /
Platform (92.5%) with Consumer Packaged Goods
(45.5%), Healthcare (61.1%), and Pharma / Biotech
(62.5%) lagging.
Insights
<$10M 56.0%
$10M - $25M 64.7%
$26M - $99M 73.3%
$100M - $499M 81.3%
$500M - $999M 66.7%
$1B - $9.9B 80.4%
$10B+ 85.3%
Revenue
0
10
20
30
40
50
60
Yes
24.7%
75.3%
No
32. 32
Spring 2024
10%
15%
20%
25%
30%
35%
What percent of your marketing budget do you spend on marketing
technology? Past, present and future predictions
Spending on marketing technology predicted to
increase 31% over the next 5 years
1 Year
Ago
Current
1 Year
Future
5 Years
Future
B2B Product 16.5% 18.8% 22.2% 30.0%
B2B Services 16.6% 18.9% 23.3% 31.9%
B2C Product 17.9% 20.5% 24.1% 29.6%
B2C Services 20.4% 23.8% 26.7% 33.7%
1 Year
Ago
Current
1 Year
Future
5 Years
Future
0% 19.8% 21.8% 25.1% 32.4%
1-10% 13.2% 16.4% 20.6% 28.9%
11-49% 16.3% 18.1% 23.2% 30.6%
50-99% 23.3% 26.1% 28.2% 35.7%
100% 16.1% 19.8% 22.0% 26.1%
Economic Sector
Online Sales
33. Spring 2024 33
Usage of Martech tools steadily grows over the past
year across all economic sectors
What percent of your marketing activities use Martech tools?
Top 3 Sectors
• Education (84.7%)
• Tech / Software / Platform (77.8%)
• Communications / Media (74.5%)
Bottom 3 Sectors
• Professional Services (45.8%)
• Transportation (49.1%)
• Healthcare (52.8%)
1 Year Ago Current
B2B Product 58.4% 66.0%
B2B Services 47.3% 55.0%
B2C Product 50.2% 62.4%
B2C Services 56.4% 65.0%
% currently used % used 1 year ago
49.2%
64.2%
48.8%
47.9%
57.8%
60.3%
70.4%
56.2%
60.4%
64.1%
100%
50-99%
11-49%
1-10%
0%
46.9%
49.0%
60.0%
55.5%
53.3%
54.0%
67.5%
56.8%
55.4%
58.4%
69.6%
66.2%
59.8%
61.2%
74.4%
67.9%
>10K
5K-9.9K
2.5K-4.9K
1K-2.4K
500-000
100-499
50-99
<50
43.1%
54.5%
49.5%
55.2%
57.1%
64.6%
54.3%
50.9%
63.1%
62.0%
64.4%
63.6%
70.5%
65.7%
$10B+
$1-9.9B
$500-999M
$100-499M
$26-99M
$10-35M
<$10M
62.1% Economic Sector
Industry Sector (current)
Employees Revenues
Online Sales
58.4%
34. 34
Spring 2024
Aligning with company goals is most important when adopting
new marketing technologies
Rank order how important each of the following have been in your company’s adoption of new marketing technologies?
(1=Most Important- 5=Least Important)
Your company’s
goals
Your company’s
strategy
The value your
company wants to
provide
customers
Pressure from
other functions in
your company
Your
competitor’s
actions
35. 35
Spring 2024
Marketers spend most of their time optimizing and streamlining existing
Martech tools, followed by identifying new opportunities for stronger CX
Rate the extent to which you focus on the following activities when managing your Martech strategy:
(1=Not at All - 7=A Great Deal)
36. Spring 2024 36
Companies using just over half of purchased
Martech tools in their operations
Considering all the Martech tools purchased by your company, what percent is your company currently utilizing in its operations?
Top 3 Sectors
• Communications / Media (75.5%)
• Mining / Construction (70.0%)
• Real Estate (65.0%)
Bottom 3 Sectors
• Healthcare (40.0%)
• Transportation (42.7%)
• Education (44.0%)
B2B Product 54.7%
B2B Services 59.6%
B2C Product 55.6%
B2C Services 55.5%
58.3%
63.1%
53.4%
58.2%
54.0%
100%
50-99%
11-49%
1-10%
0%
47.6%
51.8%
62.0%
58.6%
59.8%
55.0%
69.6%
>$10B
$1-9.9B
$500-999M
$100-499M
$26-99M
$10-25M
<$10M
50.3%
43.9%
59.2%
57.3%
62.0%
58.0%
56.3%
67.9%
>10K
5K-9.9K
2.5K-4.9K
1K-2.4K
500-999
100-499
50-99
<50
56.4%
Economic Sector
Industry Sector
Employees Revenues
Online Sales
37. 37
Spring 2024
Most marketing technology activities performed at moderate level.
Weakest performance in demonstrating ROI, integrating martech, and hiring
Rate how well your company is performing each of the following marketing technology activities: (1=Poorly - 7=Very Well)
Selecting the right
company to provide
marketing technologies
Selecting the right mix of
marketing technologies for
our needs
Leveraging data from
marketing technologies for
tactical decision making
Integrating marketing
technologies into our
customer funnel
Leveraging data from
marketing technologies for
strategic decision making
Generating ROI
from marketing
technologies
Developing capabilities for
using marketing
technologies
Designing the broad
architecture of our marketing
technology systems
Demonstrating ROI
from marketing
technologies
Integrating marketing
technologies across other data
systems in our company
Hiring to manage
marketing
technologies
38. 38
Spring 2024
Martech metrics focus on top of sales funnel activities, with lower funnel
activities and long-term customer value metrics trailing significantly
Which of the following metrics does your company use to evaluate the effectiveness of your Martech systems?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
39. Spring 2024 39
Martech tools have a modest impact for company performance,
regardless of industry and size
How much impact are your current Martech tools having on your company’s performance? (1=Not at All - 7=A Great Deal)
Top 3 Sectors
• Consumer Services (5.5)
• Tech / Software / Platform (5.2)
• Retail / Wholesale (5.0)
• Education (5.0)
Bottom 3 Sectors
• Transportation (3.9)
• Energy (4.0)
• Pharma / Biotech (4.3)
B2B Product 4.6
B2B Services 4.7
B2C Product 5.1
B2C Services 4.6
4.4
5.1
4.9
4.8
4.6
100%
50-99%
11-49%
1-10%
0%
4.7
4.1
4.8
5.3
4.6
4.4
4.5
5.4
>10K
5K-9.9K
2.5K-4.9K
1K-2.4K
500-999
100-599
50-99
<50
4.5
4.6
5.3
4.9
4.6
4.9
5.1
>$10B
$1-9.9B
$500-999M
$100-499M
$26-99M
$10-25M
<$10M
4.7
Economic Sector
Industry Sector
Employees Revenues
Online Sales
40. 40
Spring 2024
Martech tools play a crucial part in Marketing and CRM strategy, but have
room to grow with Customer Insight and Operations strategies
How well do your company’s martech tools enhance the performance of each part of your company’s strategy?
(1=Not at All - 7=A Great Deal)
Marketing
Strategy
CRM
Strategy
Sales
Strategy
CX
Strategy
Customer
Insight
Strategy
Operations
Strategy
41. 41
Spring 2024
Companies split over analysis of Martech meeting payoff expectations—
those seeing a gap report a 34% rate of underperformance
Is there is a gap between the actual payoffs of
Martech and your hopes for these payoffs?
Average underperformance
relative to expectations
Rate the extent of this gap: 1% -100%
underperform relative to expectations
34%
0
10
20
30
40
50
60
70
80
90
100
Yes
51.2% 48.8%
No
42. 42
Spring 2024
Manufacturing, Pharma/Biotech, and Transportation companies report the
largest underperformance gap in Martech solutions
Rate the extent of this gap: 1% -100% underperform relative to expectations (by Industry Sector)
43. 43
Spring 2024
Companies are auditing martech tools yearly on average
How regularly are your company’s martech tools audited and evaluated?
Quarterly
Yearly
Every few
years
Never
Bi-Yearly
44. 44
Use of AI in Marketing
Despite the media hype, companies are using generative AI only 7% of the time in marketing activities, with smaller companies
(<$10M in sales use it 11.6% of the time) and Services companies (average 9% of the time) using higher levels. For the marketers
who are integrating generative AI into their marketing organizations, challenges abound, including the most vexing as “minimizing
bias” and “investing in necessary hardware.” However, even core strategy challenges in ensuring generative AI produces “a good
fit for your brand” and “a good fit for your target markets” receive only average ratings in managing generative AI.
While companies are interested in Large Language Models (LLM), only 10% are using these tools, another 20% are piloting them,
and 39.0% still have not used such tools. In rating how transformative LLM will be for their organizations, 13% report that it is
already transforming their companies, 25% are not sure it will be transformative, and 36% think that the technology needs to
mature before it can be transformative. Similarly, companies report that blockchain technologies have minimal effect on marketing
strategies; however this is planned to increase by over 57% over the next five years.
AI is having a positive impact on marketing organizations. Marketing leaders report that sales productivity has improved by an
average of 5.1% due to AI, customer satisfaction has improved by an average of 6.1%, and marketing overhead costs have
decreased by an average of 7.0%.
45. 45
Spring 2024
Use of AI in marketing activities grows, with service and smaller companies
leading the way
What percent of the time is your company using generative AI in its marketing activities?
0%
2%
4%
6%
8%
10%
12%
<$10M 11.6%
$10M - $25M 8.4%
$26M - $99M 7.5%
$100M - $499M 6.5%
$500M - $999M 8.1%
$1B - $9.9B 5.6%
$10B+ 5.1%
Highest usage of AI in marketing
• Education (22.7%)
• Tech / Software / Platform (11.1%)
• Professional Services (10.6%)
Lowest usage of AI in marketing
• Consumer Services (2.5%)
• Transportation (3.1%)
• Healthcare (3.5%)
Industry Sector
Revenue
46. 46
Spring 2024
Marketers only moderately confident in managing generative AI challenges
with hardware investments & bias management looming largest
Rate the degree to which your company is managing the following challenges associated
with using generative AI in marketing: (1=Not at All - 7=Very Effectively).
Ensuring that the marketing strategy that generative AI produces is a good fit for your brand
Ensuring that the marketing strategy that generative AI produces is a good fit for your target markets
Implementing security measures to protect customer information
Understanding how content or decisions are being made
Reducing susceptibility to attacks by malicious actors
Investing in hiring and building expertise necessary to use generative AI
Minimizing bias and ensuring fairness
Investing in hardware necessary for generative AI to work well
47. 47
Spring 2024
While many companies are aware and interested in Large Language
Models (LLM), few have actually utilized them
Which statement best describes the use of Large
Language Models (LLM) in your company?
Select the response that best captures what you believe
about how transformative LLM is or will be for your
marketing organization?
48. 48
Spring 2024
Current
In 1
Year
In 5
Years
B2B Product 1.3 1.4 1.9
B2B Services 1.5 1.8 2.4
B2C Product 1.4 1.8 2.4
B2C Services 1.3 1.7 2.3
Blockchain technology has minimal affect on marketing strategies, but
predicted to increase over the next 5 years
To what extent are blockchain technologies affecting your company’s marketing
strategies? (1=Not at All - 7=Regularly)
0
1
2
3
Largest Expected Growth in 5 Years
• Transportation (+109.1%)
• Retail / Wholesale (+96%)
• Tech / Software / Platforms (+88.0%)
Smallest Expected Growth in 5 Years
• Consumer Services (0%)
• Banking / Finance / Insurance (+42%)
• Healthcare (+36%)
Industry Sector
Economic Sector
49. 49
Spring 2024
Rate how the use of AI in marketing has affected the following outcomes. In each case, note the percentage improvement
experienced in your company.
Use of AI in marketing continues to drive up productivity and customer
satisfaction, but at a slower rate than reported in Fall 2023
B2C Product (8.4%)
Consumer Services (30%)
B2C Product (11.5%)
Education (32.7%)
B2B Services (-7.7%)
Consumer Services (-20.0%)
Improved Sales
Productivity
Increased Customer
Satisfaction
Lower Marketing
Overhead Costs
50. 50
Marketing Leadership
Marketing’s role is expanding and evolving over time. While brand (87.2%), digital marketing (87.2%), and advertising (83.1%) are
the function’s top three responsibilities, each saw a decrease in responsibility levels compared to one year ago. Of the activities
surveyed, 67% show a decrease in marketing responsibility relative to last year, while only 14% show an increase. The remainder
are unchanged.
Both internally and externally, marketing leaders report that their marketing function is valued at 5.1 on a 7-point scale, where
1=not at all and 7=very well. This sentiment is consistent across B2B and B2C firms in both product and service sectors, with
Pharma / Biotech reporting the highest internal marketing value at 5.7 and Energy reporting the lowest at 3.9, followed by
Healthcare (4.8). When asked to compare the value of marketing in their company before Covid, marketing leaders report a score
of 4.5 indicating that marketing has strengthened during these pandemic years. Considering external stakeholders, marketing is
valued by external partners at 5.1 and by the stock market at 4.4. Looking across all four valuation indicators, marketing is valued
more in the smallest companies and in B2C Product companies.
51. 51
Spring 2024
reflects a decrease and reflects an increase of more than 1% between Spring 2023 and Spring 2024.
Marketing responsibilities weaken over the year
Activity Spring-23
Customer Experience 46.4% 43.8%
Revenue Growth 41.4% 41.1%
Market Entry Strategies 36.9% 34.2%
e-commerce 36.0% 32.0%
New Products and Services 31.1% 31.1%
Innovation 30.6% 28.3%
Pricing 30.6% 25.1%
Market Selection 23.9% 23.7%
Sales 19.8% 24.2%
Talent Acquisition & Retention 16.2% 19.2%
Privacy 12.6% 11.4%
Customer Service 14.9% 9.6%
Sustainability 13.1% 9.1%
Distribution 6.8% 4.1%
Stock Market Performance 1.8% 1.4%
*This responsibility was not assessed in Spring-2023.
Activity Spring-23
Brand 94.1% 87.2%
Digital Marketing 90.5% 87.2%
Advertising 92.3% 83.1%
Social Media 80.6% 82.2%
Marketing Analytics 77.0% 76.3%
Lead Generation 63.1% 70.8%
Marketing Research 73.9% 70.3%
Promotion 77.9% 69.4%
Positioning 76.6% 66.2%
Marketing Technology* * 65.8%
Public Relations 70.7% 60.3%
Customer Insight 56.8% 54.8%
Competitive Intelligence 55.9% 47.0%
Customer Relationship Management 35.1% 36.1%
52. 52
Spring 2024
How marketing is valued in companies, among partners,
and in financial markets
Examining the value of marketing in your company. To what degree (1=Not at All - 7=Very Well):
Is marketing
valued
?
Was marketing valued
in your company
?
Is your company’s
marketing valued by your
?
Do your company’s
marketing activities
impact its ?
0.9%
7.3% 9.6% 10.5%
24.7%
30.1%
16.9%
1 2 3 4 5 6 7
5.1%
11.1% 11.1%
19.0% 20.8% 19.4%
13.4%
1 2 3 4 5 6 7
0.5% 4.1% 4.6%
18.9%
30.9% 26.7%
14.3%
1 2 3 4 5 6 7
6.8% 8.2% 9.6%
26.0%
19.2% 21.9%
8.2%
1 2 3 4 5 6 7
7
1 7
1 7
1 7
1
53. 53
Spring 2024
How the value of marketing varies by sector and size
Examining the value of marketing in your company. To what degree (1=Not at All - 7=Very Well):
Is marketing
valued in your
company?
Was marketing valued
in your company
before COVID?
Is your company’s
marketing valued by
your external partners?
Do your company’s
marketing activities
impact its stock price?
Economic
Sector
5.1 4.4 5.2 4.3
5.0 4.5 5.0 4.0
5.2 4.9 5.3 5.0
5.0 4.3 4.8 4.3
Industry
Sector
Pharma /
Biotech (5.7)
Consumer
Services (6.0)
Retail /
Wholesale (5.6)
Consumer
Services (7.0)
Energy (3.9) Healthcare (3.8)
Consumer
Services (4.0)
Professional
Services (1.0)
Size
<$10M revenues
(6.0)
<$10M revenues
(5.3)
<$10M revenues
(5.4)
<$10M revenues (5.0)
$10-25M revenues (5.0)
54. 54
Marketing organization growth saw a decrease to 3.9%, down from 5.5 % in Fall-2023, returning close to the 3.4% growth seen this time one
year ago in Spring-23. Product companies, smallest companies (by revenues), and companies in the Banking / Finance / Insurance, Energy,
and Education sectors grew the most in last year. Companies in the Communications / Media, Professional Services, and Consumer Packaged
Goods sectors report the smallest growth in their marketing organizations.
Compared to the number of marketing hires last year, marketers expect to hire at a rate of 4.4% next year, a decrease over predicted growth of
5.3% in Fall-2023. The industries with the strongest growth outlook are Mining / Construction, Education, and Healthcare, while the smallest
growth outlooks are expected in the Pharma / Biotech, Banking / Finance / Insurance, and Real Estate sectors.
Marketing leaders agree that creativity is crucial to their company’s long-term success and that marketing departments are relied on as the key
engine for this creativity with 70%+ of companies rating this a 5, 6, or 7 on a 7-point scale where 1=strongly disagree and 7=strongly agree.
Promoting cross-functional collaboration to foster new ideas was also highly rated as a key creativity source. Leaders report their organizations
are only average on “fostering innovation by encouraging risk-taking and allowing room for failure.”
Marketing leaders report clarity around identifying their most engaged customers, with a mean of 4.9 on a 7-point scale with 15.3% of
respondents saying they do this “very well.” Marketers also report the ability to identify actionable insights, harness data, and respond quickly to
opportunities and challenges at moderate performance levels. The biggest area of opportunity lies in “effectively using insights to manage their
most engaged customers,” with only 4.9% reporting they do this “very well.”
Marketing Organization and Jobs
55. 55
Spring 2024
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
Spring-23 Fall-23 Spring-24
Marketing organization size experiences a slight dip after a
rebound in organizational growth in Fall 2023
By what percent has the size of your marketing organization grown or shrunk over the last year?
56. Spring 2024 56
Product companies, smallest companies (by revenues), and companies in
Banking / Finance / Insurance, Energy, and Education grew the most in last year
By what percent has the size of your marketing organization grown or shrunk over the last year?
Largest Growth
• Banking / Finance / Insurance (13.4%)
• Energy (10.9%)
• Education (8.8%)
Smallest Growth and Shrinkage
• Communications / Media (1.5%)
• Professional Services (0.3%)
• Consumer Packaged Goods (-3.3%)
B2B Product 4.0%
B2B Services 3.8%
B2C Product 4.2%
B2C Services 3.5%
-0.5%
9.7%
0.9%
3.5%
5.0%
100%
50-99%
11-49%
1-10%
0%
1.4%
0.0%
5.9%
1.4%
3.1%
5.8%
0.8%
10.7%
>10K
5K-9.9K
2.5K-4.9K
1K-2.4K
500-999
100-499
50-99
<50
2.8%
2.6%
6.4%
1.1%
4.1%
5.0%
11.7%
>$10B
$1-9.9B
$500-999M
$100-499M
$26-99M
$10-25M
<$10M
Economic Sector
Industry Sector
Employees Revenues
Online Sales
3.9%
57. 57
Spring 2024
Marketing hires predicted to grow by 4.4% in next year
0%
5%
10%
15%
Feb-20 Feb-21 Feb-22 Spring-23 Fall-23 Spring-24
Compared to the number of marketing hires last year, by what percentage will your
company’s marketing hires change in the next year?
59. 59
Spring 2024
Marketers agree that creativity is crucial to their company’s success and that
marketing departments are relied on for the most creative ideas
Rate your level of agreement with these questions focus on the role of creativity in your organization:
(1=Strongly Disagree - 7=Strongly Agree).
My organization’s long-term
success depends upon its
ability to foster creative ideas
that can transform the
business.
My organization relies
on the marketing
function for its most
creative ideas.
My organization
promotes cross-
functional collaboration
to foster new ideas.
My organization’s
long-term success depends
on its ability to integrate
sophisticated analytical
capabilities into its strategy.
My organization
fosters innovation by
encouraging risk-taking and
allowing room for failure.
5.9% 8.3%
11.7%
23.9%26.3%
16.1%
7.8%
1 2 3 4 5 6 7
1.0%
5.4% 7.8%
14.1%
26.8% 24.9%
20.0%
1 2 3 4 5 6 7
1.0%
5.4% 6.3%
14.6%
25.9% 25.9%
21.0%
1 2 3 4 5 6 7
0.5%
8.3% 5.3%
15.0%18.4%
28.6%
23.8%
1 2 3 4 5 6 7
0.0%
6.4% 4.4%
14.2%
27.0% 25.0% 23.0%
1 2 3 4 5 6 7 7
1 7
1 7
1 7
1
7
1
60. 60
Spring 2024
How companies manage their most engaged customers
Has clarity around identifying who your most
engaged customers are 4.9
Identify actionable insights around your most
engaged customers 4.5
Respond quickly to opportunities and challenges
in managing your most engaged customers 4.4
Harness data focused on your most engaged
customers 4.4
Effectively use insights to manage your most
engaged customers 4.3
61. 61
Marketing and Sustainability
Marketing budgets spent on sustainability or climate-related issues increased to 1.9% of marketing budgets in the last year from
1.2% a year ago. These budgets are predicted to increase to 2.8% in one year and 4.5% in five years. This growth will be
especially prominent within B2B Services (from 3.7% current to 8.1% in five years).
One-third of marketers (32.0%) report their companies are not acting to reduce the risk of climate change. The economic sectors
taking the least action are B2B Product (39.4%) and B2C Services (30.4%) companies. Industry sectors generally not acting in
this space include Education (66.7%), Technology / Software / Platform (63.3%), and Consumer Services (50.0%).
Of those companies taking action, the most common actions are “changing products and/or services” with 52.1% of companies
reporting this change, followed by “changing partners” (42.9%), “changing marketing promotions” (40.3%), and changing
distribution (33.6%). Lagging are “changing market selection” (18.5%) and “changing brand” (10.1%). The high levels on these
and other activities reported during Covid-19 in February 2020 were again not reached in this survey.
Only 25.6% of companies are adopting climate-related metrics, up from 18.7% two years ago. Investments in environmentally
friendly products/services are flat at 26.2% of companies (27% 2 years ago).
62. 62
Spring 2024
0%
1%
2%
3%
4%
5%
What percent of your marketing budget is spent on sustainability-
or climate-related issues?
Marketing budget spent on sustainability / climate-related issues predicted
to increase by 137% over the next 5 years
1 Year
Ago
Current
1 Year
Future
5 Year
Future
B2B Product 0.6% 1.2% 2.0% 3.1%
B2B Services 2.5% 3.7% 5.6% 8.1%
B2C Product 1.1% 1.4% 2.0% 3.6%
B2C Services 0.8% 1.2% 1.7% 3.2%
1 Year
Ago
Current
1 Year
Future
5 Year
Future
0% 0.1% 0.3% 0.8% 2.0%
1 – 10% 2.6% 3.6% 4.7% 7.0%
11 – 49% 1.5% 2.7% 4.4% 6.1%
50 – 99% 1.1% 1.4% 2.1% 3.0%
100% 0.0% 0.0% 0.0% 1.8%
Online Sales
Economic Sector
63. 63
Spring 2024
How companies are leveraging marketing elements to combat climate
questions
Check all the actions your company is likely to make in order to reduce the negative impact of its marketing-related activities
on the ecological environment.
0%
10%
20%
30%
40%
50%
60%
70%
80%
Feb-20 Feb-21 Feb-22 Spring-24
64. 64
Spring 2024
What specific marketing actions is your company taking to reduce the risk
of climate change?
32% of companies are not acting on climate change risks: Service
companies make the biggest gains over two years
Companies
surveyed are taking
climate-related
actions
This percentage was 39.7% in Feb 2022
No Action
Spring-24 Feb-22
B2B Product 39.4% 41.3%
B2B Services 26.8% 44.7%
B2C Product 24.3% 22.4%
B2C Services 30.4% 47.8%
Smaller firms (in terms of revenues) are more
likely to report they are not taking climate actions
(<$10M in sales, 52.4%), while virtually all of the
largest companies are. Sectors generally not
taking actions are Education (66.7%) and
Technology / Software / Platform (63.3%). Most
active sectors (lowest no action scores) are
Transportation (0%), Pharma / Biotech (11.1%), Real
Estate (14.3%), Mining / Construction (25.0%).
Economic Sector
Insights
65. 65
Spring 2024
Increasing reuse,
resale or recycling
levels in your
company
Marketers making a stronger effort to reduce risk of climate change,
focusing on impact of products/services, re-use, and recycling
What specific actions is your company taking to reduce the risk of climate change?
*These actions were not assessed in Feb-22.
Increasing innovation
investments into
environmentally-friendly
products/services
Adopting
climate-related
metrics
Realigning core brand
messaging or values
more closely around
reducing climate impact
66. Spring 2024 66
77.4% of marketers do not believe policies emerging around extended producer
responsibility for the end-of-life of products are relevant to their business
To what degree are extended producer responsibility policies changing any aspect of your product strategy?
(1=Not at All - 7=A Great Deal)
4.9
4.6
3.5
3.5
4.5
4.0
3.8
>$10B
$1.9-9B
$500-999M
$100-499M
$26-99M
$10-25M
<$10M
4.8
4.7
3.7
3.0
3.5
4.0
4.5
3.8
>10K
5K-9.9K
2.5K-4.9K
1K-2.4K
500-999
100-499
50-99
<50
4.0
5.0
4.0
4.1
4.3
100%
50-99%
11-49%
1-10%
0%
B2B Product 4.1
B2B Services 4.3
B2C Product 4.4
B2C Services 4.5
Top 3 Sectors
• Energy (5.5)
• Transportation (5.0)
• Tech / Software / Platform (5.0)
Bottom 3 Sectors
• Mining / Construction (2.5)
• Communications / Media (3.0)
Economic Sector
Industry Sector
Employees Revenues
Online Sales
4.2
67. 67
Marketing performance remains strong as in previous years. Profits strengthened to 8.3% this year from 5.6% one year ago.
Sales growth, while continuing to slow for the fourth consecutive period since February 2022, remains positive at 10.3%. While
sales growth has weakened, it remains strong compared to its pandemic low of .3% in February 2021, but not as high in
February 2022 (10.7%).
Customer retention grew at a rate of 9.9% over the last year compared to brand value (9.5%) and customer acquisition (8.1%).
These performance rates are very similar to Fall-23, but customer retention (8.4%) and brand value (6.3%) show more
improvement from one year ago, while customer acquisition is flat compared to the same time last year.
Among the economic sectors, B2C Services companies report the highest sales and profits, and B2B Product companies report
the weakest performance on customer acquisition, customer retention, and brand metrics. Smaller companies, measured by
headcount and revenues, report the strongest performance across the board, including profit, sales, customer acquisition,
customer retention, and brand value.
Marketing Performance
68. 68
Spring 2024
Company profits rise over the past year, while sales
continues to weaken
Compared to 2023, rate your company's performance during the prior 12 months:
0%
2%
4%
6%
8%
10%
12%
14%
16%
Feb-20 Feb-21 Aug-21 Feb-22 Sept-22 Spring-23 Fall-23 Spring-24
Sales Revenues Profits
70. 70
Spring 2024
Compared to 2023, rate your company’s performance during the prior 12 months:
Company customer retention on a slow increase, while brand
value and customer acquisition slightly decline
2%
4%
6%
8%
10%
12%
14%
Sept-22 Spring-23 Fall-23 Spring-24
Customer Retention Customer Acquisition Brand Value
72. This CMO Survey Award is selected by fellow marketers. It is given each
Spring to one company that is judged to set the standard for excellence in
marketing across all industries and the companies viewed as setting the standard
in their respective industries. Apple Inc. is the overall winner for the sixteenth
straight year. Industry winners include Amazon, Nike, the Proctor & Gamble
Company, Nike, State Farm, and Microsoft.
Award for Marketing Excellence
73. 73
Which company across all industries sets the standard for
excellence in marketing?
Apple has won this award for
sixteen consecutive years.
Christine Moorman discussed
this accomplishment in 2012
and revisited Apple’s success
in 2018.
Apple Inc.
74. 74
Which company in your industry sets the standard for
excellence in marketing?
Industry-specific winners include: