Disintermediation refers to companies going directly to customers with products and services. No channel partners are used to move offerings or to manage interactions with customers. The CMO Survey has asked managers to report whether their companies will increase their level of disintermediation in the next 12 months. The percentage responding “yes” has increased over the last three years as shown in the figure. In fact, there has been an increase of over 100% between August 2009 and August 2011! Because internet sales and the use of social media have also soared during this period, I think it is a good bet that disintermediation does not mean bricks and mortar for most companies. (more…)
Christine Moorman is the Director of The CMO Survey and the T. Austin Finch, Sr. Professor of Business Administration, The Fuqua School of Business, Duke University.
Recent Blog Posts
- Measuring Social Media ROI: Companies Emphasize Voice Metrics
- The Utilization Gap: Big Data’s Biggest Challenge
- Bulls, Bears, and CMOs: Predicting the Future of Markets
- Do Marketers Know What They Want From Social Media?
- New Results from The CMO Survey
- Marketing in a Technology Company: GE’s Organizational Platform for Innovation
- In Search of Marketing Excellence: Ten Differences Between High-Performing and Low-Performing Companies
- Six Reasons Marketing Budgets are on the Rise
- Marketing Spend on the Rise – Three Trends Worth Watching
- Innovation, Cash, and Courts: The New Reality of Tech Growth
- A Fast Boat to China: How U.S. Companies Are Navigating the Marketing Waters
- Economic Pessimism and Strong Company Performance Promote Risk in Growth Strategies
- CMOs on the U.S. Economy: No Rebound in Sight
- Why Apple is a Great Marketer
- How Does Your Company Grow?
- Marketing Analytics: What Gets Evaluated, Gets Used
The CMO Survey Mission
The CMO Survey collects and disseminates 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 in society.