3 things we learnt about CMOs from State of the CMO

Make sure you've completed the 2019 survey to help us continue to gauge the state of Australia's marketing leadership


As we put the call out for marketing leaders to complete the survey for our 2019 edition of this special report, we take a look at three things we discovered about the State of the CMO from our 2018 findings.

To take part in our 2019 State of the CMO research, please complete the survey here. Up for grabs is a luxury weekend for two. So please get this completed today!

1. Marketers own the CX remit

According to our 2018 State of the CMO research, more than six in 10 respondents have customer experience as part of their functional remit. What’s more, 53 per cent said they had taken control of CX functions in the preceding 12 months.

Of course, taking control and official ownership can be two very different things. When asked who owns CX ownership officially in their organisation, 33 per cent said the CMO holds the reins, while 20 per cent said the chief customer officer (many of which are extended CMO roles). A further 14 per cent said the chief operating office and 15 per cent no one.

2. Marketers govern customer technology budgets

In 2018, we found 36 per cent of marketing respondents owned 90 per cent, if not all, of the total customer technology procurement budget in their companies. At least 80 per cent owned at least 80 per cent, up from 32 per cent in 2017.

We also saw a 5 per cent year-on-year rise in CMOs as sole purchase decision makers for these technologies to 31 per cent.

Despite this, many marketing leaders recognise collaboration with the CIO and IT department is vital for seamless customer experience management. Just over half (53 per cent) of CMOs are making joint IT decisions with their IT counterparts on customer technology.

The top five technologies being purchased are marketing automation, digital and Web platforms, digital and Web analytics, and content creation platforms, and marketing analytics.

3. Marketing’s business reputation keeps rising

Across our leadership respondents in 2018, 53 per cent are reporting directly to the CEO/managing director of their organisation.

Three in four saw themselves as business leaders or partners to their organisation, with only 4 per cent suggesting they remain a cost centre, a 4 per cent fall on our 2017 results.

To access our previous State of the CMO report from 2018 in full, click through to our digital whitepaper here.

And make sure you fill in the 2019 survey so we can gauge how marketing leaders are continuing to perform this year by clicking here.

 

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in