|Source: "The CMO Survey" (Christine Moorman, 2022)|
(This month's Research Round-Up is devoted entirely to the September 2022 edition of "The CMO Survey." This research has been conducted semi-annually since 2008, and it consistently provides a wealth of valuable information about marketing trends, spending and practices.)
The findings of the latest edition of "The CMO Survey" were released earlier this month. "The CMO Survey" is directed by Dr. Christine Moorman and is sponsored by Deloitte LLP, Duke University's Fuqua School of Business and the American Marketing Association.
The September 2022 survey results are based on responses from 273 senior marketing leaders at for-profit companies based in the United States. Over two-thirds (68.4%) of the respondents were affiliated with B2B companies, and 95.6% were VP-level or above. The survey was in the field from July 12 - August 4, 2022.
Dr. Moorman and her colleagues typically produce three reports for each edition of the survey.
- "Highlights and Insights Report" - This is a relatively brief and graphically-rich report that provides mostly overall survey results, along with an analysis of those results and major marketing trends.
- "Topline Report" - This report provides response data at the aggregate level for all survey questions.
- "Firm and Industry Breakout Report" - This report provides response data by four primary industry sectors (B2B product companies, B2B services companies, B2C product companies and B2C services companies), company size, and volume of internet sales. This report is quite lengthy, but it provides the most detailed view of the survey data.