Important Takeaways from an Opinion Survey of Top Marketers

June 20, 2013

David DeFranza

Today I joined 80+ local marketers to hear Christine Moorman speak at the Triangle AMA‘s June Luncheon. Moorman is the T. Austin Finch Senior Professor of Business Administration at Duke University’s Fuqua School of Business and Director of The CMO Survey. She shared results from the latest CMO Survey as well as presented some areas of opportunity for today’s marketers.

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.” If you haven’t seen the CMO Survey’s results yet, you can download them here.

Moorman’s presentation was packed with interesting results and to highlight some of them, I have chosen some of my favorite tweets from the event:

@chrismoorman asks #CMOs to rate their view of economy. Trend = increased optimism among #TriAMA #duke #marketing #CMOStudy
— CMG Partners (@cmgpartners) June 20, 2013

Marketers expect increases in purchase volume, price paid, related offers. -CMO Survey @chrismoorman #triama
— Gregory Ng (@GregoryNg) June 20, 2013

Customers priorities expected to shift away from low-price focus. Think value! #triama
— Alison James (@Alison_James) June 20, 2013

Marketing spend increased during the recession, which means companies are turning to marketing to help recover. #triama #cmosurvey
— Evan Carroll (@evancarroll) June 20, 2013

Out of total employees within companies, marketing represents 10% of head count -CMO Survey @chrismoorman #triama
— Gregory Ng (@GregoryNg) June 20, 2013

Social media growth surges: expected to be 22% of marketing budgets in 5 yrs @TriangleAMA #TriAMA
— Alice Smith (@alicees28) June 20, 2013

Spending on marketing analytics will increase 66% in the next 3 years -CMO Survey @chrismoorman #triama
— Gregory Ng (@GregoryNg) June 20, 2013

CMOs report that social media isn’t well integrated with marketing strategy despite significant spend. #triama
— Evan Carroll (@evancarroll) June 20, 2013

#CMO Survey shows negative growth in traditional advertising spend over last two iterations. #triama
— Evan Carroll (@evancarroll) June 20, 2013

Only 35% of CMOs are leading innovation in their organization. -CMO Survey @chrismoorman #triama
— Gregory Ng (@GregoryNg) June 20, 2013

CMOs report that fewer projects are using marketing analytics. 30% of cases where data is available. Down 5% YOY. #triama
— Evan Carroll (@evancarroll) June 20, 2013

Influence of top marketers is decreasing as indicated by number of reports. #triama pic.twitter.com/kk2ErZxs9w
— Evan Carroll (@evancarroll) June 20, 2013

Brooks Bell is a proud sponsor of the Triangle AMA. We hope to see you at a future event!