Marketing Spending Trends in The Companies? The CMO Survey / F E B R U A R Y 2 0 1 9.

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Founded in August 2008, The CMO Survey is administered twice a year via an Internet survey. Questions repeat to observe trends over time and new questions are added to tap into marketing trends.

The February 2019 survey is the 22nd administration of The CMO Survey.

The February 2019 results: Marketing budget growth remains positive, but drops to lowest level in 3 years. Despite this deceleration, marketing budgets are expected to re-stabilize over the next year. Brand and new service introduction spending have the clearest ongoing growth trajectory, beating other investment dimensions such as customer relationship management (CRM) and new product and service introductions.

Marketing capability development continues to be the critical knowledge investment priority for companies. In parallel, training and development spend as a percent of marketing budgets shows five-year gains, signaling companies’ ongoing commitment to growing talent.

SAMPLE:

• 2556 top marketers at for-profit U.S. companies
• 323 responded for a 12.6% response rate
• 97% of respondents VP-level or above

Survey participants (n=323).

I N D U S T R Y S E C T O R
Industry Sector % Respondents
Technology (Software/Biotech) 14.9%
Professional Services/Consulting 14.6%
Manufacturing 11.5%
Healthcare 9.9%
Retail/Wholesale 9.9%
Banking/Finance/Insurance 9.3%
Consumer Packaged Goods 7.8%
Communications/Media 7.1%
Consumer Services 5.0%
Transportation 3.4%
Education 2.8%
Mining/Construction 2.5%
Energy 1.2%

From: cmosurvey.org

 

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