Epsilon’s study was based on an online survey of b-to-b and b-to-c marketing executives at 180 brands whose annual revenues range from $250 million to more than $10 billion. Market research firm GfK Roper Public Affairs and Media conducted the survey in late October.
The survey found that 33% of marketing executives were somewhat unsatisfied with the availability of candidates “able to handle their responsibilities from day one” and that 6% were very unsatisfied. By contrast, 54% were somewhat satisfied and 5% were very satisfied; 1% said they didn’t know.
Asked to name the most important qualities they sought in a job applicant, 70% said creative thinking, and 64% said leadership. Ability to complete projects efficiently (63%), forward-thinking and modern approach to business (63%) and fiscally responsible (40%) were also cited as critical characteristics. Only 26% cited a candidate’s ability to balance work and personal affairs as being important.
The survey also found that outside agencies often meet but rarely exceed CMOs’ expectations, especially in terms of price and return on investment. The full report can be found at http://www.epsilon.com/pr/cmo3.