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

looking for the best quality of SMM Panel ( Social Media Marketing Panel ) is a website where People Buy Social Media Services Such as Fa...

Kavin kyzal

How to manage social media during Covid-19

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Pierce Fabreverg

Study: Gen Z are huge opportunity for brands

Read more

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Blog Posts

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Winning means losing in the game of customer retention

At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.

Linda O'Grady

Data Strategy Partner & Business Partner, CX Lavender

Sign in