This post was co-authored with Matthew P. Manary, Ph.D. Candidate, Fuqua School of Business, Duke University. In addition to studying product-market strategies for company growth, I have also been asking CMOs how they use a set
Apple was voted the overall winner of the 2012 CMO Survey Award for Marketing Excellence… yet again. Apple has been selected as the winner or co-winner for five consecutive years by the sample of top
The CMO Survey has been tracking company growth strategies for four years. Respondents allocate 100 points among four well-known growth strategies to reflect what their companies have done over the last year and plan to
The CMO Survey asks top marketers to rank order the following factors in terms of their importance to customers: low price, superior product quality, superior innovation, trusting relationship, excellent service, and brand. The specific question
<p>In the August 2010 CMO Survey, I asked top marketers the following question: What is marketing primarily responsible for in your firm?</p> <p>Marketers were then asked to check from a list of strategic, tactical, and financial activities in firms. What I found is in the table below.</p> <p>At least a couple worrisome thoughts arise from these results. First, while marketing is playing an important role in brand and social media in most organizations, marketing’s contributions to the key strategic activities of the firm are sadly absent. This includes marketing’s weak contributions to key strategic activities such as market entry, innovation, CRM, sales, distribution, and targeting.</p>