About The CMO Survey2Mission- 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 methodology3Survey sample- 2628 top U.S. marketers at for-profit companies- 349 responded for a 13.3% response rateSurvey 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 aboveResults interpretation- M = sample mean; SD = sample standard deviation- B2B = Business-to-Business firms; B2C = Business-to-Consumer firmsTwo 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 salesSurvey topics4Topic 1: Marketplace Dynamics. 5-13Topic 2: Firm Growth Strategies. 14-19Topic 3: Marketing Spending. 20-33Topic 4: Financial and Marketing Performance. 34-38Topic 5: Social Media Marketing. 39-47Topic 6: Mobile Marketing. 48-53Topic 7: Marketing Jobs. 54-58Topic 8: Marketing Organization. 59-62Topic 9: Marketing Leadership. 63-68Topic 10: Marketing Analytics. 69-81Topic 1:Marketplace DynamicsMarketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership AnalyticsOutlook on the U.S. economy remains positive 6Figure 1.1. How optimistic are you about the overall U.S. economy on a 0-100 scale with 0 being least optimistic and 100 most optimistic?Overall 65.8B2B Product 66.2B2B Services 64.2B2C Product 67.8B2C Services 67.047.756.557.855.663.352.263.458.462.765.7 66.1 66.469.9 69.764.4 63.7 63.2 65.84050607080Feb-09 Aug-09 Feb-10 Aug-10 Feb-11 Aug-11 Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Feb-16 Aug-16 Feb-17 Aug-17Marketer Optimism About Overall EconomyMarketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership AnalyticsMarketer economic optimism slows over the last quarter7More Optimistic34.7%LessOptimistic21.1%No Change44.2%Figure 1.1. Are you more or less optimistic about the overall U.S. economy compared to last quarter? 30.6% 34.9%42.5%34.7%0%20%40%60%80%100%Feb-16 Aug-16 Feb-17 Aug-17More OptimisticMarketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership AnalyticsEconomic outlook by industry8Figure 1.1. Are you more or less optimistic about the overall U.S. economy compared to last quarter? More optimistic Less optimistic No changeOverall 34.7% 21.2% 44.2%Banking/Finance/Insurance 32.2% 21.4% 46.4%Communications/Media 30.8% 26.9% 42.3%Consumer Packaged Goods 31.6% 21.0% 47.4%Consumer Services 12.5% 50.0% 37.5%Education 66.7% 0.0% 33.3%Energy 38.4% 30.8% 30.8%Healthcare 28.6% 8.6% 62.8%Manufacturing 41.5% 14.6% 43.9%Mining/Construction 50.0% 0.0% 50.0%Service Consulting 30.5% 23.7% 45.8%Retail/Wholesale 37.9% 24.2% 37.9%Tech/Software/Biotech 37.2% 21.6% 41.2%Transportation 50.0% 20.0% 30.0%Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership AnalyticsCustomer indictors mixed9Figure 1.3. Forecasted customer outcomes in next 12 months (% of respondents)73%67%61%53% 49%35%71% 69%66%50% 46%31%0%20%40%60%80%100%Increasedacquisition ofnew customersIncreasedcustomerpurchase volumeIncreased purchaseof related productsand servicesIncreasedcustomerretentionIncreased entry ofnew customersinto the marketIncreasedcustomer priceper unitFebruary 2017 August 2017Marketplace Growth Spending Performance Social Media Mobile Jobs Organization Leadership AnalyticsCustomer outlook by industry10Table 1.2. Forecasted customer outcomes by industryAcquisition of new customersCustomer purchase volumePurchase ofrelated products& servicesCustomer retentionEntry of new customers into marketPrice per unitOverall 71% 69% 66% 50% 46% 31%Banking/Finance/Insurance 96% 80% 76% 52% 56% 24%Communications/Media 75% 60% 80% 45% 50% 37%Consumer Packaged Goods 67% 56% 33% 61% 56% 35%Consumer Services 63% 38% 50% 50% 38% 63%Education 33% 100% 100% 67% 100% 0%Energy 62% 69% 46% 54% 23% 23%Healthcare 77% 69% 66% 57% 43% 18%Manufacturing 66% 73% 63% 39% 39% 29%Mining/Construction 50% 50% 50% 50% 0% 50%Service Consulting 59% 68% 55% 47% 40% 28%Retail/Wholesale 58% 56% 56% 50% 35% 23%Tech/Software/Biotech 81% 81% 92% 47% 57% 38%Transportation 89% 67% 67% 67% 56% 67%