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Data is a marketer's best friend.

Statistics help marketers build better strategies, understand their buyers better, and appreciate their profession even more.

This summer, several reports were published on the marketing profession, many of which were focused on the state of Chief Marketing Officers and their relationship to technology.

In case you missed these reports, I thought that I would:

  1. Share the most pertinent statistics from four of the studies.
  2. Include key takeaways that can be gleaned from these reports when we look at them as a whole. 


Accenture's CMO Insights Survey


78% of CMOs believe that marketing will undergo fundamental change over the next 5 years. This change will be driven by analytics, as well as digital and mobile technologies.


42% of CMOs believe that analytics will become a core competence of marketing in the next 5 years.


In the next five years, digital budgets will account for more than 76% of the marketing budget.


69% of emerging market CMOs believe that it is important to transform into a digital business, whereas only 49% of mature-market CMOs believe that it is important to embrace digital.


Only 49% of CMOs are satisfied with current analytical capabilities.

 Source: Accenture


PwC's Digital IQ Survey


70% of top-performing companies say that they have a strong CIO-CMO relationship, compared with just 45% for the non-top performers.


77% of top-performing companies have an IT department with an excellent understanding of marketing.


81% of top-performing companies have a CEO who champions the use of technology to achieve results.


Companies that measure innovation are twice as likely to be top performers.

Source: PwC


Domus Survey


91% of marketers believe that their companies need better methods to better measure the impact of digital marketing and social media.


84% of marketers said that their companies need to achieve more with their digital marketing. For example, they need to increase their ROI from social.

Source: Domus


The CMO Compensation Report


39% of CMOs make between $100,000 and $199,999.


38.8% of CMOs make between $200,000 and $349,999.


Of the CMOs who make more than $350,000, 36.9% said that their digital marketing performance is excellent.

Here's the complete compensation chart:


Source: The Chief Marketing Officer Council


Key Takeaways


If you're still trying to figure out digital marketing, don't worry. Two-thirds of the most highly paid CMOs are still trying to figure it out, as well.


As CMOs try to quantify the value of their efforts, expect to see an ever-growing demand for marketing technologists (i.e. people who get both technology and marketing). Moreover, expect CMOs and marketing operations managers to be best friends.


To respond to the needs of CMOs, marketing platforms will have to build more elaborate reporting capabilities.


Stats. If you want to rise in the marketing ranks, you should brush up on your Statistics for Dummies or take an intro to stats class. The future of marketing is going to rely heavily on analytics and numbers.


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