About The CMO SurveyMission
-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.
-The survey is an objective source of information about marketing and a non-commercial service
dedicated to the field of marketing.
Survey operation
-Founded in August 2008, The CMO Survey is administered twice a year via an Internet survey. Many
questions repeat to observe trends over time.
-The August 2017 survey is the 19th administration of The CMO Survey.
Sponsoring organizations
-Sponsors support The CMO Survey with intellectual and financial resources.
-Survey data and participant lists are held in confidence and not provided to survey sponsors or any
other parties.
Survey methodologySurvey sample
-2628 top U.S. marketers at for-profit companies
-349 responded for a 13.3% response rate
Survey administration
-Email contact with four follow-up reminders
-Survey in field from July 18, 2017 –August 8, 2017
-92.3% of respondents VP-level or above
Results interpretation
-M = sample mean; SD = sample standard deviation
-B2B = Business-to-Business firms; B2C = Business-to-Consumer firms
Two other reports are available at cmosurvey/results
-The Topline Report: Results reported at the aggregate level
-Results by Firm and Industry Characteristics: Results reported within sectors, size, and Internet sales
Survey topicsTopic1:Marketplace Dynamics........5-13
Topic 2:Firm Growth Strategies……...........14-19
Topic 3:Marketing Spending….........20-33
Topic 4:Financial and Marketing Performance…...34-38
Topic 5:Social Media Marketing…...39-47
Topic 6:Mobile Marketing…...48-53
Topic 7:Marketing Jobs……..54-58
Topic 8:Marketing Organization…...59-62
Topic 9:Marketing Leadership……...63-68
Topic 10:Marketing Analytics...69-81。