2023-04-29-德勤-2023年全球CMO调查报告_73页_1mb

Leadership and Responsibilities

Marketing roles have expanded, with top responsibilities including brand, advertising, and digital marketing. Key factors driving growth are talent, tech, and strategic initiatives. Leaders face challenges like expanding into new markets, cost reduction, and talent retention, while external challenges emphasize financial instability and inflation.

Marketing Spending

Total marketing budget as a percentage of company budget dropped to 12.3%, close to pre-COVID levels, but as a percentage of revenue, it rose to 10.9%. Digital marketing allocates 53.8% of budgets, with big spenders including Education, Technology, and Healthcare. Growth slowed (10.4% to 8.2%), with traditional advertising declining further.

Managing Brands

Most companies use a single corporate brand. Brand building is favored but under-measured, with a focus on premium branding. Marketers allocate ~40% to long-term brand building and ~60% to short-term performance, ideally balancing both. Cross-functional collaboration with sales is strong, but with HR and finance, it is weaker.

Managing Growth

Organic growth dominates (71%), with strategies focusing on low-risk penetration. Digital teams and customer insights are key, but areas like exploring other industries and finance integration need improvement. B2C Services increased market development spending during COVID.

Marketing Metrics and Performance

Tactical metrics like sales and digital performance are widely used, but strategic metrics like brand equity see increased use (+110.9% for willingness to pay premium). Performance ratings are positive overall, with B2B Services leading, but inflation and economic uncertainty remain top concerns.

Additional Insights from the CMO Survey

The survey highlights trends like reduced marketing org growth (3.4% increase), inflation impacts, and the award for excellence going to Apple. These results reflect resilience in marketing amid economic instability.