When it comes to the global business economy, apparently confidence is a strong suit.
A new report by the Chief Marketing Officer Council shows that CMO’s generally have no worries when it comes to reaching current marketing goals. A survey has shows that 81 percent of those senior marketers polled believe that they’ll have no problem meeting the management goals for top-line revenue growth and market share over the next year.
The numbers come from the CMO Council’s State of Marketing report, held for the eighth straight year and compiled by NetBase and Infor. 525 global marketers were polled with the report, across a number of companies, including b-to-b and b-to-c, as well as hybrids.
“The level of confidence and optimism is very high,” said Donovan Neale-May, executive director for the CMO Council. “We are seeing the CMO role being elevated to a much larger degree.”
Out of those asked, 69 percent of senior marketers believe that they are trusted, strategic members of the C-suite, or at least getting to that level in terms of stature and credibility with key business leaders.
CMO’s have a lot of responsibility, so sometimes meeting that goal isn’t always an easy feat. They have to cover strategic planning and forecasting, branding, digital, budgeting and mix modeling and market research. Out of those, CMO’s believed that strategic planning and forecasting was the most vital, at 74 percent, while market research was in fifth place with a close-behind 67 percent.
“There is a lot more complexity and new roles that marketers are playing that they haven’t played in the past, from data forecasting to customer advocate to digital architect,” said Neale-May. “We are seeing CMO’s getting more traction, more elevation and more influence in the C-suite, and that is global.”
Of course, the most obvious reason that CMOs are confident in meeting their goals is that they very likely set those goals themselves, or at least had a great deal of input into the creation of those goals. Need we look any further for explanations as to the confidence of CMOs
Source: Ad Age
