A Global Assessment of Marketing Vitality and Direction
The outlook is distinctly positive for marketers as executives head into 2013 with renewed confidence in their roles and business performance. Despite a varied and mixed outlook for the global economy, chief marketers report positive outlooks for their roles and functional areas. Nearly 70 percent received a salary or bonus in 2011, and 73 percent expect the same at the end of this year depending on the performance of their businesses, reports the Chief Marketing Officer (CMO) Council.
This global benchmark of marketing spend and intentions was drawn from the insights and contributions of more than 550 senior marketing executives representing North America, Europe, Asia-Pacific, the Middle East, Africa and South America. Through an online audit managed by the CMO Council, data was collected over Q3 and Q4 of 2012, gathering insights about mandates and results from 2011 into 2012, as well as forward-looking intentions for spend and strategy over the next 12 months into 2013.
The full report includes an expanded executive summary, charts, graphs and detailed breakdowns of findings, as well as an infographic series designed to highlight budget advancements and variances over the past several years.