Palo Alto, Calif.—The Chief Marketing Officer (CMO) Council released its annual report on the state of marketing, which found that 57% of marketers plan to increase their marketing budgets this year.
The CMO Council's “2011 State of Marketing: Outlook, Intentions and Investments”
report was based on an online survey of 768 senior marketers conducted in April and May.
According to the report, some of the top priorities this year for marketers are improving customer segmentation and targeting (cited by 64% of respondents); investing in digital demand generation programs (43%); further qualifying and tracking the conversion of leads (42%); exploring alternative media and new routes to market (41%); and upgrading the caliber and performance of the marketing organization (29%). (Respondents could select more than one answer.)
Marketers surveyed also said they are facing rising expectations from senior management to drive business growth and revenue. Among the chief deliverables expected from marketers are driving top-line growth (46%), growing and retaining market share (45%) and further crystallizing and defining brand value (31%).