New GfK CMO survey out

In a global research with over 600 CMOs and senior marketing decision makers, GfK has examined their perception of success factors driving effective marketing in their companies, broken down into three pillars of ”Impact”, ”Alignment” and ”Investment“.

The survey responses form the basis for GfK’s new ”CMO Outlook Index”, which shows that most senior marketing leaders feel there is significant potential for improvement in their organization. It also identifies what CMOs can do to achieve marketing excellence.

The survey found that companies where marketing leaders see strong “Alignment” have more responsibilities assigned to marketing teams. Furthermore, 60 per cent of decision makers in the survey prioritize long-term brand building in marketing allocations. The Index rating reveals critical differences by revenue and industry.

The CMO Outlook Index will be tracked continuously, with the full report providing an even deeper analysis and recommendations being released in September.//