Today we posted a story from Forbes discussing the results of a study that looked at budgeting issues within leading marketing organizations. While the Forbes story is insightful, it is more interesting to look at the source behind the data reported in this story. The research results come from CMO Survey, which is a collaboration between three major organizations: industry group The American Marketing Association, consulting firm McKinsey & Company, and the business school at Duke University. As stated in their mission, the CMO Survey intends to “to collect and disseminate 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 society.”
Since its founding in 2008, the CMO Survey has provided excellent information with the best being its twice yearly survey of marketing professionals. The most recent report, which was released in February, goes well beyond the information discussed in the Forbes story. Based on results obtained from over 400 respondents, this report looks at several other issues including: what top marketing executives think about the economy; the type of marketing strategies they are pursuing; spending on social media; marketing’s role in their organization; the use of marketing analytics; and much more.
This is terrific research, and whether you are a business professional, student, marketing instructor, or just someone that is intrigued by the field, this research is worth a look.