There are good reasons to outsource marketing and many companies choose to do so. Let’s look at more CMO Survey results to get a sense of what types of firms are outsourcing marketing and what financial and strategic conditions appear to give rise to outsourcing. (more…)
The CMO Survey Blog
The Marketing Goals-Marketing Performance Gap
December 13th, 2011
The CMO Survey asks marketers to share their actual performance and future goals for each administration of the survey across a range of metrics: market share, sales revenue, profits, marketing ROI, customer acquisition, customer retention, and brand value. I took a look at what is happening with these metrics during this rough economic period. (more…)
Why Have a Marketing Function if Your Company is Market-Oriented?
October 25th, 2011
As marketing gains increasing prominence as an orientation that everyone in the organization shares and as a process that all functions participate in deploying, a critical issue that arises is the role of the marketing function. Jerry Wind (1996) says it well when he notes, “Marketing, as a management function, appears to be in decline. Marketing as a management philosophy and orientation, espoused and practiced throughout the corporation, is however seen increasingly as critical to the success of any organization.” (more…)
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