The CMO Survey 2017

The CMO Survey 2017

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  In collaboration with TheCMO Survey 2017 127% But CMOs know their organizations lack the skillsets to make the most of these investments. Top organizational capability gaps identified by marketing leaders: Rethink everything: Changing the marketing model Many marketers are committed to substantially increasing spending on social, mobile, and analytics, but they know their current way of operating may not cut it to capitalize on these investments. Their marketing organizations were built for activities that look very different from those required in today's fast-paced, digital world. Many marketing leaders know they lack the structure and the skillsets to operate effectively. So they are changing the game. By building key capabilities in house and rethinking what is outsourced, marketers can move to new talent models to match new demands and harness new opportunities. Social media Mobile Many companies are therefore rethinking their marketing organizations, making significant in-sourcing/outsourcing decisions, and investing across the board to transform. 90% © 2017 Deloitte Development LLC. All rights reserved. Source: The CMO Survey, February 2017 and August 2016 Marketing innovation Customer focus Digital marketing Omni-channel execution Customer development and management Marketing analytics Marketers are planning huge investments in social, mobile, and analytics. Marketers are moving to outsource activities that require specialized skills or are done infrequently. 1 7% increase in social media activities in-sourced compared to August 2015 For each capability listed, more than 10% of survey respondents ranked it as a top three gap out of nine capabilities. Expected increases in spending in the next 3–5 years: Marketing analytics 375% Marketers are building capabilities in house to own the customer experience and capitalize on customer data. 4% Marketing activities outsourced Planned increases next year In-sourcing Outsourcing Planned increases next year 5% Spend on market research and intelligence 7% Spend to develop new marketing capabilities 3% Spend to transfer existing marketing skillsets to employees Social media activities conducted in-house1 7% 1 2 3 4 5 6