Results from the February 2018 CMO Survey indicate marketing leaders are experiencing higher levels of responsibility in their organizations.
Marketing leads the following activities in most companies: brand, digital marketing, advertising, social media, public relations, promotion, positioning, marketing research, lead generation, marketing analytics, competitive intelligence, and customer experience (see Figure for a complete listing).
Two areas that concern me are that marketing only leads innovation in 30% of companies and new products in 33% of companies. Ensuring the voice of the customer is built into the design and delivery of new products and services is a key way to that marketing can contribute in companies and I hope these percentages will increase.
Finally, we asked marketing leaders whether they think it is appropriate for their brand to take a stance on politically-charged issues. Only 17.4% agreed with this statement. In an era when CEO activism is more common than ever, this will be an interesting trend to watch. How is your company approaching this issue?
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