首席營銷官（CMO）調(diào)查

1、F E B R U A R Y 2 0 2 0H O M EM A R K E T P L A C EG R O W T HS P E N D I N GP E R F O R M A N C ES O C I A L M E D I AM O B I L EJ O B SO R G A N I Z A T I O NL E A D E R S H I PA N A L Y T I C STo collect and disseminate the opinions of top marketers in order to help predict the future of markets,

2、 track marketing excellence, and improve the value of marketing in firms and society. Christine Moorman2The CMO Survey is an objective source of information about marketing and a non-commercial service dedicated to the field of marketing.Founded in August 2008, The CMO Survey is administered twice a

3、 year via an Internet survey. Questions repeat to observe trends over time and new questions are added to tap into marketing trends.The February 2020 Survey is the 24th administration ofThe CMO Survey.Sponsors support The CMO Survey with intellectual and financial resources.Survey data and participa

4、nt lists are held in confidence and are not provided to Survey sponsorsor any other parties.M I S S I O NA D M I N I S T R A T I O NS P O N S O R SAbout The CMO SurveyF E B R U A R Y 2 0 2 0H O M EM A R K E T P L A C EG R O W T HS P E N D I N GP E R F O R M A N C ES O C I A L M E D I AM O B I L EJ O

5、 B SO R G A N I Z A T I O NL E A D E R S H I PA N A L Y T I C SSurvey methodology Christine Moorman32631 top marketers at for-profit U.S. companies265 responded for a 10.1% response rate98% of respondents VP-level or aboveEmail contact with four follow-up remindersSurvey in field from January 7-28,

6、2020This report shares key metrics over time and commentary. Two other reports are available at cmoS/results.The Topline Report shows aggregate-level results.Report of Results by Firm and Industry Characteristicsoffers results by sectors, size, and Internet sales.Interpretive guide:M = Aver

7、age; SD = Standard deviationB2B = Business-to-Business firmsB2C = Business-to-Consumer firmsS A M P L EA D M I N I S T R A T I O NO T H E R R E P O R T SF E B R U A R Y 2 0 2 0J O B SO R G A N I Z A T I O NL E A D E R S H I PA N A L Y T I C SH O M EM A R K E T P L A C EG R O W T HS P E N D I N GP E

8、R F O R M A N C ES O C I A L M E D I AM O B I L ESurvey participants (n=265)E C O N O M I CS E C T O RI N D U S T R YS E C T O RIndustry Sector% RespondentsTechnology (Software/Biotech)15.5%Healthcare13.2%Services Consulting13.2%Retail9.8%Communications8.7%Manufacturing8.7%Consumer Packaged Goods7.9

9、%Banking7.5%Transportation4.9%Consumer Services4.2%Education3.0%Mining/Construction1.9%Energy1.5%29.2%15.2%36.4%19.3%B2B Product B2B Services B2C Product B2C Services Christine Moorman4F E B R U A R Y 2 0 2 0H O M EM A R K E T P L A C EG R O W T HS P E N D I N GP E R F O R M A N C ES O C I A L M E D

10、 I AM O B I L EJ O B SO R G A N I Z A T I O NL E A D E R S H I PA N A L Y T I C SSurvey participants (n=265)S A L E S R E V E N U EN U M B E R O F E M P L O Y E E S27.3%12.3%17.3%6.2%9.6%6.2%5.8%10.8%2.3%2.3%Less than $25 million$26-99 million$100-499 million$500-999 million$1-2.5 billion$2.6-5 bill

11、ion$5.1-9.9 billion$10-49 billion$50-100 billionMore than $100+ billion23.9% Christine Moorman55.7%8.0%11.4%6.8%17.0%27.3%More than 10,0005,000-9,9992,500-4,9991,000-2,499500-999100-499Fewer than 100F E B R U A R Y 2 0 2 0H O M EM A R K E T P L A C EG R O W T HS P E N D I N GP E R F O R M A N C ES O

12、 C I A L M E D I AM O B I L EJ O B SO R G A N I Z A T I O NL E A D E R S H I PA N A L Y T I C SSurvey topics Christine Moorman6Topic 1:Marketplace Dynamics7Topic 2:Firm Growth Strategies13Topic 3:Marketing Spending20Topic 4:Firm Performance31Topic 5:Social Media Marketing35Topic 6:Mobile Marketing42

13、Topic 7:Marketing Jobs47Topic 8:Marketing Organization50Topic 9:Marketing Leadership54Topic 10:Topic 11:Marketing AnalyticsThe CMO Survey Award for Marketing Excellence6172H O M EM A R K E T P L A C EG R O W T HS P E N D I N GP E R F O R M A N C ES O C I A L M E D I AM O B I L EJ O B SO R G A N I Z

14、A T I O NL E A D E R S H I PA N A L Y T I C SF E B R U A R Y 2 0 2 0Marketplace DynamicsOptimism among marketers climbs again after hitting its lowest point of the last eight years in the February 2019 Survey. B2B and B2C Product companies are on average 4.7% more optimistic than B2B and B2C Service

15、s companies, with the smallest companies by revenue being the most optimistic. Fueling these gains in optimism, “l(fā)ess optimistic” marketers drop almost in half from one year ago.Marketers anticipate that more customers will emphasize trusting relationships (40.2% increase), while pressures for low p

16、rice have dropped (by 21.3%) since August 2019. Marketers predict that more customers will enter markets and that markets will demonstrate stronger customer acquisition and retention. Christine Moorman7F E B R U A R Y 2 0 2 0H O M EM A R K E T P L A C EG R O W T HS P E N D I N GP E R F O R M A N C E

17、S O C I A L M E D I AM O B I L EJ O B SO R G A N I Z A T I O NL E A D E R S H I PA N A L Y T I C SHow optimistic are you about the overall U.S. economy on a 0-100 scale with 0 being least optimistic and 100 most optimistic?Marketer optimism climbs againB2B Product: 63.5B2B Services: 60.5B2C Product:

18、 65.2B2C Services: 62.2InsightsOptimism climbs again after hitting its lowest point of the last eight years in the February 2019 Survey. Companies with $25M in revenue have the greatest level of optimism, at 65.7, compared with 58.7 among those with$100-499M in revenue. B2B and B2C Product companies

19、 are on average 4.7% more optimistic than B2B and B2C Services companies.Economic Sector47.7 Christine Moorman856.557.855.663.352.263.458.462.765.7 66.1 66.469.9 69.764.4 63.7 63.265.868.966.857.059.862.7404550556065707580Feb- Aug- Feb- Aug- Feb- Aug- Feb- Aug- Feb- Aug- Feb- Aug- Feb- Aug- Feb- Aug

20、- Feb- Aug- Feb- Aug- Feb- Aug- Feb- 0909101011111212131314141515161617171818191920F E B R U A R Y 2 0 2 0H O M EM A R K E T P L A C EG R O W T HS P E N D I N GP E R F O R M A N C ES O C I A L M E D I AM O B I L EJ O B SO R G A N I Z A T I O NL E A D E R S H I PA N A L Y T I C SAre you more or less

21、optimistic about the overall U.S. economy compared to last quarter?“Less optimistic” marketers drop almost in half from one year ago30.6%34.9%42.5%34.7%51.2%37.4%20.1%24.0%37.4%26.6%30.9%21.1%11.8%30.0%56.2%45.7%34.9%34.5%38.5%26.6%44.2%37.1%32.6%23.7%30.3%32.6%30.0%0%20%40%60%Feb- 16Aug- 16Aug- 17A

22、ug- 18Aug- 19Feb- 20Feb- 17More OptimisticFeb- 18Less OptimisticFeb- 19No Change Christine Moorman9F E B R U A R Y 2 0 2 0H O M EM A R K E T P L A C EG R O W T HS P E N D I N GP E R F O R M A N C ES O C I A L M E D I AM O B I L EJ O B SO R G A N I Z A T I O NL E A D E R S H I PA N A L Y T I C SCusto

23、mers to prioritize trusting relationshipsnot low pricein 2020Customers top priority in next 12 months (% of respondents)InsightsMarketers expect customers to place a stronger emphasis on trusting relationships (40.2% increase) while pressures for low price have dropped by 40.9% since August 2019.22.

24、0%20.7%21.3%14.6%21.3%24.7%26.5%19.4%11.8%17.6%22.4%24.0%27.2%16.0%10.4%10%5%0%15%20%25%30%35%40%Superior product qualityTrusting relationshipSuperior innovationLow priceExcellent serviceFebruary 2019August 2019February 2020 Christine Moorman10F E B R U A R Y 2 0 2 0H O M EM A R K E T P L A C EG R O

25、 W T HS P E N D I N GP E R F O R M A N C ES O C I A L M E D I AM O B I L EJ O B SO R G A N I Z A T I O NL E A D E R S H I PA N A L Y T I C SDo you expect the following customer outcomes to change in the next 12 months? (% forecasting yes)Powerful opportunities projected for customer entry and increa

26、sed customer acquisition and retentionEconomic SectorIncreased entry of new customers: B2B Product: 51.1%B2B Services: 48.6%B2C Product: 43.5%B2C Services: 70.0%Increased customer acquisition:B2B Product: 84.4%B2B Services: 83.3%B2C Product: 73.9%B2C Services: 65.0%Increased customer retention: B2B

27、Product: 60.9%B2B Services: 68.4%B2C Product: 82.6%B2C Services: 65.0%70.4%63.4%47.5%37.1%72.6% 71.9%67.3%68.5%52.7% 52.2%42.2%45.0%79.0%68.5%72.4%67.7%52.0%43.7%90%80%70%60%50%40%30%20%10%0%Increased acquisition Increased customer of new customerspurchase volumeIncreased purchase of related product

28、s and servicesIncreased customer retentionIncreased entry of new customers into the marketIncreased customer price per unitFeb-18Feb-19Feb-20 Christine Moorman11F E B R U A R Y 2 0 2 0H O M EM A R K E T P L A C EG R O W T HS P E N D I N GP E R F O R M A N C ES O C I A L M E D I AM O B I L EJ O B SO

29、R G A N I Z A T I O NL E A D E R S H I PA N A L Y T I C SUse of channel partners to go-to-market stableproduct companies dominatePercent of companies using channel partners to reach market (% of respondents)*Economic SectorB2B Product: 74.0%B2B Services: 68.8%B2C Product: 78.4%B2C Services: 65.0%Ind

30、ustry SectorTop 3 Industry SectorsConsumer Packaged GoodsManufacturingCommunications Bottom 3 Industry SectorsConsumer ServicesRetailBanking74.6% Christine Moorman1255.4%54.1%74.0%71.0%72.1%0%20%40%60%80%100%Feb- 13* Question asked irregularlyFeb- 17Feb- 18Feb- 19Aug- 19Feb- 20H O M EM A R K E T P L

31、 A C EG R O W T HS P E N D I N GP E R F O R M A N C ES O C I A L M E D I AM O B I L EJ O B SO R G A N I Z A T I O NL E A D E R S H I PA N A L Y T I C SF E B R U A R Y 2 0 2 0Firm Growth StrategiesSpending on existing markets and offerings continues to dominate growth spendingat 54% of investment. Di

32、versification continues to be the lowest investment among growth strategies across sectors and across levels of Internet sales. Additionally, companies continue to focus domestically, as they spend more on domestic markets over time. A 13% increase has been observed since 2012.Marketers currently sp

33、end about 2.1% of their budgets on Chinaup from 1.7% three years ago. Marketers anticipatetheir Chinese budgets to increase 100% to 4.2% in three years. Biggest spenders are the Mining and Tech sectors.Internet sales as a percent of revenues tick up, rising to highest level in a decade at 13.5%. B2C

34、 Services companies are most dominant in this space at 18.1%.Companies continue to prioritize organic growth, regardless of size, level of Internet sales, or sector and focus on thehaving the right talent and stakeholder alignment as key inputs to organic growth. Christine Moorman13F E B R U A R Y 2

35、 0 2 0H O M EM A R K E T P L A C EG R O W T HS P E N D I N GP E R F O R M A N C ES O C I A L M E D I AM O B I L EJ O B SO R G A N I Z A T I O NL E A D E R S H I PA N A L Y T I C SExisting products/ servicesNew products/ servicesExisting marketsMarket penetrationProduct/service developmentNew markets

36、Market developmentDiversificationGrowth StrategyAug- 2018Feb- 2019Aug- 2019Feb- 2020Market penetration52.8%55.1%54.3%54.0%Product/service development24.2%21.8%21.6%20.5%Marketdevelopment13.0%13.5%14.8%15.0%Diversification10.0%9.6%9.3%10.4%Growth StrategyB2BProductB2BServicesB2CProductB2CServicesMark

37、et penetration46.9%53.5%55.9%71.4%Product/service development21.4%20.8%23.6%14.7%Market development17.5%16.7%12.4%7.9%Diversification14.2%9.0%8.2%6.0%Priorities shift as companies invest in growthInvestment in growth strategies (% of companies)Spending on growth in past 12 months*Spending by Economi

38、c SectorInsightsSpending on existing markets and offerings continues to dominate growth spending. Diversification continues to be the lowest investment among growth strategies across sectors and across levels of Internet sales.*% of spending for each growth strategy.Industry SectorTop Industry Secto

39、rs focused on growth outside of market penetrationCommunicationsConsumer Packaged Goods Christine Moorman14F E B R U A R Y 2 0 2 0L E A D E R S H I PA N A L Y T I C SInsightsCompanies continue to turn inward to focus on domestic markets. A 13% increase in domestic marketing spending has been observe

40、d since 2012.B2B Services companies are most likely to spend domestically, reporting 92.7% of their marketing budgets devoted to domestic markets, compared to B2B Product companies with the lowest level at 79.8%.H O M EM A R K E T P L A C EG R O W T HS P E N D I N GP E R F O R M A N C ES O C I A L M

41、 E D I AM O B I L EJ O B SO R G A N I Z A T I O NDomestic marketing spending rises 13% since 201277.6% Christine Moorman1579.4%77.5%79.4%85.4%81.0%83.0%81.2%84.4%80.5%85.0%84.8%87.0%87.6%87.4%70%80%90%Percent of marketing budget spent on domestic markets100%Feb- 12Aug- 13Feb- 14Aug- 14Feb- 15Aug- 15

42、Feb- 16Aug- 16Feb- 17Aug- 17Feb- 18Aug- 18Feb- 19Aug- 19Feb- 20F E B R U A R Y 2 0 2 0O R G A N I Z A T I O NL E A D E R S H I PA N A L Y T I C SInsightsThe Mining/Construction industry currently spends the highest percentage of its marketing budget in China (6.7%) and anticipates this number rising

43、 to 13.3% in three years.The Technology industry is second, currently spending 5.7% of budget and expecting this number to rise to 8.9%.Banking, Education, and Energy all report 0% spending on China both currently and in the next 3 years.Of the economic sectors, B2C Product is expecting the largest

44、increase in three years, anticipating that these budgets will increase sevenfold.H O M EM A R K E T P L A C EG R O W T HS P E N D I N GP E R F O R M A N C ES O C I A L M E D I AM O B I L EJ O B SMarketers anticipate Chinese budget to increase 100% in three yearsWhat percent of your marketing budget

45、does your company spend targeting the market in China?2.1% 1.7% Christine Moorman164.2%0%1%2%3%4%5%3 years agoCurrentIn 3 years Christine Moorman17F E B R U A R Y 2 0 2 0L E A D E R S H I PA N A L Y T I C SRead “How to Overcome eCommerce Growing Pains” for more ideas on how to expand your Internet p

46、resence.Economic SectorB2B Product: 12.1%B2B Services: 11.5%B2C Product: 18.1%B2C Services: 15.6%Industry SectorTop 3 Industry SectorsEducationConsumer ServicesTransportationBottom 3 Industry SectorsMining/ConstructionRetailHealthcare9.3%8.3%8.4%9.2%10.6%9.9%12.4%11.3%11.8%12.8%9.9%13.5%20%0%Feb-Feb

47、-Feb-Feb-Feb-Feb-Feb-Feb-Feb-Feb-Feb-Feb-0910111213141516171819205%10%15%Percent of company sales through the InternetH O M EM A R K E T P L A C EG R O W T HS P E N D I N GP E R F O R M A N C ES O C I A L M E D I AM O B I L EJ O B SO R G A N I Z A T I O NInternet sales tic up, rising to highest leve

48、l in decade: B2C companies dominate Christine Moorman18F E B R U A R Y 2 0 2 0H O M EM A R K E T P L A C EG R O W T HS P E N D I N GP E R F O R M A N C ES O C I A L M E D I AM O B I L EJ O B SO R G A N I Z A T I O NL E A D E R S H I PA N A L Y T I C SCompanies continue to prioritize organic growthAl

49、locate 100 points to reflect the corporate strategies your firm will use to grow during the next 12 months.InsightsMarketers prioritize organic growth that arising from internal sources regardless of size, level of Internet sales, or sector. Companies then focus on growth from partnerships and acqui

50、sitions, with licensing being the least prioritized growth area.These percentages have remained steady over the nine years this question has been asked.Corporate StrategyFeb-11Feb-12Feb-13Feb-14Feb-15Feb-17Feb-20Organic Growth(internal sources)72.070.673.571.876.173.072.2Growth fromPartnerships11.81

51、2.612.312.810.111.411.4Growth from Acquisitions10.611.68.510.28.610.811.3Growth from Licensing5.1 Christine Moorman19F E B R U A R Y 2 0 2 0H O M EM A R K E T P L A C EG R O W T HS P E N D I N GP E R F O R M A N C ES O C I A L M E D I AM O B I L EJ O B SO R G A N I Z A T I O NL E A

52、 D E R S H I PA N A L Y T I C SRight talent and stakeholder alignment are most important for organic growthOrder the following factors in importance for driving future organic revenue growth within your organization(1 = most important, 5 = least important).*InsightsHaving the right talent remains th

53、e most important factor, despite a slow decline since this question was first asked in February 2018. Weve seen a sharp increase in the importance of having all stakeholders aligned, climbing from 20.8% in February 2018 to 30.8%.20.8%11.0%9.8%35.3% 33.8%22.8%23.1%21.4%13.1%9.0%30.8%30.8%25.6%8.3%4.5

54、%0%10%20%30%40%Having the right talentHaving all stakeholders alignedHaving the right operating modelHaving the right technologyHaving the right dataFeb-Aug-Feb- 181820*Note: The graph above reflects the percentage of respondents ranking each factor as most important (1).Industry SectorTop Industry

55、Sectors for “Talent”RetailBankingTop Industry Sectors for “Stakeholder Alignment”CommunicationsServices Consulting Christine Moorman20F E B R U A R Y 2 0 2 0H O M EM A R K E T P L A C EG R O W T HS P E N D I N GP E R F O R M A N C ES O C I A L M E D I AM O B I L EJ O B SO R G A N I Z A T I O NL E A

56、D E R S H I PA N A L Y T I C SMarketing SpendingMarketing budgets are expected to grow by 7.6% in the next yeara marked decline compared with last Augusts 8.7% growth. This drop may reflect the actual increase of last years marketing budget increase, which was only 5.8%.Marketing budget as a percent

57、 of firm revenues rises again to 8.6%, a 9% increase since 2018, while marketing budgetas a percent of firm budget remains steady at 11.3%.Growth in digital marketing greatly outpaces growth in traditional marketing, with consistent, strong growth in digital marketing and relatively steady tradition

58、al advertising spending. Companies spend on customers (9.0%) over brand (7.1%) and new product innovation (6.1%).Spending on the customer experience has increased 71% over the last three years from 8.9% of marketing budgets to15.2% at present. Marketers expect to spend 36% more to 20.6% of their mar

59、keting budgets in the next three years.Marketing capability development continues to be the critical knowledge investment priority for companies with service companies emphasizing this investment more than product companies. Meanwhile, training and development spend as a percent of marketing budgets

60、 remains the focus of B2B marketers.J O B SO R G A N I Z A T I O NL E A D E R S H I PA N A L Y T I C SF E B R U A R Y 2 0 2 0H O M EM A R K E T P L A C EG R O W T HS P E N D I N GP E R F O R M A N C ES O C I A L M E D I AM O B I L EMarketing budget growth expected to decline to 7.6% growthPercent ch