While many industry sectors have struggled in the past year, it appears most marketers have already done all the cutting, pruning and restructuring of budgets and teams in 2020, notes the Chief Marketing Officer (CMO) Council.
The organisation has 16,000 members in 10,000 companies across more than 110 countries worldwide. Members collectively control nearly $1trn of annual marketing spend. Key indicators of a positive outlook come from a year-end “Getting It Done in 2021” audit of around 200 CMO Council members across all regions worldwide.
Key findings reveal:
“The most relevant and compelling areas of conversation among our members right now are all about ROI, efficiency and revenue optimisation,” notes Donovan Neale-May, executive director of the CMO Council.
This means being more focused on digital marketing transformation, creating value from customer data, and upgrading customer engagement and experience.The online survey was fielded in December and early January and a summary report and infographics can be downloaded at https://cmocouncil.org/thought-leadership/reports/getting-it-done-in-2021.