Survey | Qualtrics Survey Software

Thank you for linking to the Chief Marketing Officer (CMO) Council’s fourth annual Marketing Outlook Audit. Please take 15 minutes to complete this comprehensive input initiative, which is a vital barometric tool for our 5,500 members worldwide. Your responses will be kept confidential and shared in aggregate on publication of the 2010 Marketing Outlook Report. The results of this study will be extremely valuable to all participants seeking peer-level input and consensus on critical issues and priorities in the year ahead. You will be given free access to download the report and request your contact information be entered at the end of the questionnaire if you would like to access this document. Please continue completion of the questions below:

How are current economic conditions and the outlook for 2010 influencing your marketing plans and budgets? (Select one)

Investing more in marketing to drive demand
Not impacting us that much; marketing plans are intact
Sharpening our focus and reducing our spend
Putting more pressure on the marketing organization to produce
Requiring big cutbacks in staff and programs
Other (Please specify)

Do you believe this is realistic and attainable?

Yes
No
Not sure
Don't know

What was your total spend on external marketing programs in 2010?

Less than $1 million
$1 million to $10 million
$11 million to $25 million
$26 million to $50 million
$51 million to $100 million
$101 million to $500 million
$501 million to $1 billion
More than $1 billion

What is your marketing budget as a percentage of revenue?

0-2%
3-4%
5-6%
7-8%
9-10%
11-15%
16-20%
More than 20%

How do you expect to allocate your marketing budget across operational and functional areas in the coming year? (Allocate based on a percentage, not to exceed 100%)

Strategy and Branding
%
Marketing Planning, Operations, and Measurement
%
Marketing Systems (including automation platforms, on-demand and on-premise solutions)
%
Website Properties and Digital Platforms
%
Customer Data Integration & Analytics
%
Market Research
%
Product Marketing
%
Sales Support
%
Channel & Partner Development
%
Regional Development
%
Media Relations
%
Analyst Relations
%
Creative (including art, visual, graphics, content creation)
%
Merchandising & Promotions
%
Customer Experience Management (including customer voice, customer community and customer feedback systems)
%
Other (please specify)
%
Total
%

How do you expect to allocate program (demand generation and advertising) spend across the following mix elements in the coming year? (Allocate based on a percentage, not to exceed 100%)

Sales Collateral & Literature
%
Packaging, Merchandising and Display
%
Database & Direct Marketing (mail, email, transpromo)
%
Television
%
Radio
%
Print
%
Outdoor
%
Telemarketing & Lead Qualification
%
Trade Shows and Conferences
%
Online Advertising
%
Search (SEO, SEM)
%
Social Media, Viral and Word-of-Mouth (e.g. blogs, online communities)
%
Alternative Channels (mobile, place-based, entertainment)
%
Experiential Marketing Events
%
International Translation and Localization
%
Other (please specify)
%
Total
%

Using your company's 2009 media spend (non-headcount) as a baseline, how much would you expect the amount allocated to the following marketing mix elements to change in 2010?

Using your company's 2009 media spend (non-headcount) as a baseline, how much would you expect the amount allocated to the following marketing mix elements to change in 2010?
			Decrease >5%	Decrease 0-5%	No Change	Increase 0-5%	Increase >5%
Television
Radio
Interactive/Web
Mobile
Print
Outdoor/Billboard
Product Placement
Out-of-Store Couponing/PSI
In-Store Marketing
Trade Promotions/Displays
Social Media
Search Marketing
SEO

Are you initiating or undertaking any transformational projects in 2010 to advance go-to-market effectiveness? (Select one)

Yes
Under consideration
Proposed, but not approved
Still assessing areas of need
Not sure
No

What headcount reductions do you anticipate? (Check all that apply)

None
Less than 10 percent
10 - 15 percent
15 – 20 percent
More than 20 percent

What are you doing to acquire or grow interactive digital marketing competencies? (Select top three)

Recruiting new talent and resources
Adding or expanding digital marketing agency support
Training and developing existing staff
Outsourcing or offshoring digital marketing services
Utilizing online hosted services
Collaborating with search portals and online ad networks
Attending conferences and shows
Participating in digital marketing groups
Other (Please specify)

How do you rate your online marketing performance capability? (Select one)

Excellent: high ROI and strong eMetrics in place
Good efficiency and effectiveness in our market
Growing our capabilities and improving measurement
Questioning the value and quality of clicks throughs
Not doing a good job of converting site visits to leads or customers
Struggling to quantify the value of online marketing spend
Other (Please specify)

How much have you budgeted for this project or process?

Less than $50,000
$50,000 to $100,000
$100,000 to $500,000
$500,000 to $1 million
$1 million to $5 million
More than $5 million

How much do you expect to spend on new digital media or online marketing programs in 2010?

Less than $500,000
$500,000 to $1 million
$1 million to $3 million
$3 million to $5 million
More than $5 million

How much is this as a percentage of your overall marketing budget?

Less than 10 percent
10 to 15 percent
15 to 20 percent
20 to 30 percent
More than 30 percent

Are you actively engaged in a trusted business network, online community or marketing organization?

Yes
No
Don’t know

If so, please specify in which contact networks, associations or communities you participate.

How do you rate the value and contributions of your agency partners? (Select one)

Extremely valuable
Pretty good
Average
Underperforming
Not producing at all
Don’t know

Are you satisfied with the level of integration and alignment of these resources?

Yes
No
Not sure

Do you feel your job is at risk or on the line in the coming year?

Yes
No
Not sure

To whom do you report?

CEO
President
COO
CMO
Regional Vice President/GM
Division Chief or Business Group Head
Chief Sales Executive
Other (please specify)

Where are you based?

North America
South America
Europe
Africa
Middle East
Asia Pacific

How large is your company?

Less than $50 million
$51 million to $ 100 million
$101 million to $250 million
$251 million to $500 million
$501 million to $750 million
$751 million to $1 billion
$1.1 billion to $5 billion
Greater than $5 billion

In which region is your company headquartered?

North America
South America
Europe
Africa
Middle East
Asia Pacific

In which regions of the world does your company operate?

North America
South America
Europe
Africa
Middle East
Asia Pacific

What is the best way to communicate with you?

Through my executive assistant
Directly with me
Email
Telephone
Mail

Please provide your contact details to receive information about this report, a complimentary summary and information from the CMO Council.

Name
Title
Company Name
Street Address
City, State, Zip
Phone Number
Cell Phone Number
Email Address
Assistant Name
Assistant Phone Number
Assistant Email

	Slower, more complex selling cycles		Higher cost of acquiring and keeping customers
	Sales pipeline provisioning priorities		Greater churn or defection rates
	More fragmented, difficult-to-reach markets		Greater competition or new market contenders
	Financial limitations or budget constraints		More constrained and price-conscious consumer
	Further globalization of our business		Digital media and online marketing effectiveness
	Business division or product line pressures		Greater channel requirements and needs
	Product maturation or lifecycle considerations		Shift to Internet for eCommerce and customer interaction
	Management desire for more accountability		Corporate reputation or issue containment needs
	Reduced customer spend and market demand		Lower margins and pricing pressures
	Other (please specify)

	Lower costs and improve go-to-market efficiencies		Expand and diversify the channel
	Grow or retain market share		Combat competitive moves
	Drive top-line growth		Broaden geographic presence
	Maintain a high-quality sales pipeline		Access new markets and audiences
	Improve customer insight and retention		Effectively debut new products or programs
	Better define brand and value proposition		Reduce after-market support and handling costs
	Increase product and/or service recognition		Increase marketing accountability and measurement
	Drive sell-in and sell-through		Achieve clear competitive differentiation
	Other (please specify)

	Strategic Planning & Forecasting		Public Relations/Corporate Communications
	Budgeting and Mix Modeling		Sales Promotion/Merchandising
	Customer Experience		Direct Marketing
	Product Design/Specification		Internet/Web/Interactive
	Product Management		Events/Trade Shows
	Product Marketing		Sales & Key Account Management
	Pricing		Field Marketing
	Distribution/Channels		Customer Communications
	Branding		Customer Service/Support
	Research		Business Development
	Advertising		Other (please specify)

	Recovering economy		Corporate restructurings
	Increased regulatory and government oversight		Mergers and consolidations
	Geo-political unrest and uncertainty		Internet influence and voice
	Change in government policy		Compliance and governance requirements
	IT spending squeeze		Corporate social responsibility and sustainability
	Financing and investment freeze		Corporate social investment in developing markets
	Industry shake-out and bankruptcies		Pressure from activist or special interest groups
	Loss of investor confidence		Mandatory resource reductions
	Other (please specify)

	Corporate branding and identity building		New or adjacent market entry
	Region and country market development		Customer retention and monetization
	New products or program launches		Referral and advocacy
	Established lines of business lines		Issue management or containment
	Lead generation and qualification		Competitive or combat communications
	Sales pipeline optimization		Social media interaction
	Sell-in and conversion support		Channel opportunity provisioning
	Other (please specify)

	Email marketing		Workflow and web collaboration
	Search marketing automation		Digital asset management
	Customer loyalty and advocacy		Content or document management
	On-demand Customer Relationship Management (CRM)		Master data management
	On-premise CRM systems		Marketing operational systems
	Online surveying or research		Marketing resource or process management
	Sales force automation		Product lifecycle management
	Call center or help desk		Social networking or online community building
	Lead management		Online meetings and virtual gatherings
	Channel opportunity management		eCommerce components or tools
	Online campaign management		eSourcing or marketing supply chain management
	Contact management		Talent performance management
	Web site design and development		Web analytics
	Other (please specify)

	Internet media channels		Experiential events
	Mobile channels		Multi-cultural channels
	Point-of-sale messaging		Social media and online communities
	Place-based advertising		User-generated content and media
	Digital out-of-home signage systems		Transpromo (statement merchandising)
	Entertainment or video games		Affinity network group formation
	Online video segment syndication		Cause campaigns with non-profits
	Online content delivery		Other (Please specify)

	None		Web Design & Development
	Advertising		Interactive Marketing
	Public Relations		Special Programs
	Sales Promotion		Branding & Imaging
	Events/Experiential Marketing		Hosted Services/Solutions
	Direct Marketing		Demand Generation
	Other (please specify)

	Industry research analysts		Competitive intelligence services
	Online news services and sites		Internal market research groups
	Subscription-based research services		Company information specialists
	Industry trade publications		Financial filings and earnings reports
	Business magazines		Agencies and/or consultants
	Internet search		Other (Please specify)

	Change reporting structure – upwards or downwards		Extend regional or international authority
	Improve CEO access and influence		Increase budget responsibility
	Grow relations with sales and/or channel organizations		Seek a new position outside the organization
	Reach out to customers to advance market insights		Enroll in post-graduate or executive education programs
	Work more closely with the CIO and the IT group		Better manage my pace and schedule
	Further linkages with LOB and financial executives		Further interact and collaborate with peers
	Gain a board member position		Set aside more time for family and friends
	Upgrade title and areas of responsibility		Other (please specify)

	Lack of marketing talent or competency		Politics and power plays
	Senior management mindset		Lack of strategic alignment in my group
	Organizational culture		Staff turnover
	Insufficient budget		Insufficient drive, commitment or initiative
	Adversarial relationships with sales or channel groups		Other (please specify)

	Strategic planning and business development		Interactive design and online advertising
	Regional marketing worldwide		Search engine marketing
	Vertical market expertise		Web analytics
	Customer community management		Marketing research
	Competitive communications		Public relations
	Marketing or customer analytics		Event management
	Product management		Promotions
	Product marketing		Direct marketing
	Database marketing		Channel or partner relationship management
	Customer intelligence		Integrated campaign management
	Other (please specify)

Retail	Chemicals	Media and Publishing
Wholesale/distribution	Aerospace & Defense	Manufacturing
Information Technology	Professional Services	Entertainment
Electronics and miscellaneous technology	Construction	Insurance
Telecommunications	Food and Beverages	Automotive
Transportation	Packaged Goods	Government
Life Sciences	Consumer Durables	Education
Pharmaceuticals	Utilities	Travel and Hospitality
Financial Services	Energy	Other