CMO Council: Positive Outlook for Chief Marketers Globally; Salaries Up, Bonuses Tied to Performance
Key findings surrounding job outlook, compensation, professional development, challenges, and strategic priorities include:
- Only 11 percent of chief marketers believe their job is at risk; however, 38 percent believe they are not fairly compensated compared to 39 percent who are satisfied with their current compensation.
- The majority of chief marketers (77 percent) globally earn a base salary of $100,000 to $349,000, and 42 percent anticipate a bonus, with another possible 31 percent based on performance; many also enjoy perks, privileges, expense accounts, equity, and stock options in their compensation packages.
- CMOs believe furthering personal leadership and motivational skills is the best way to advance their careers; on the other hand, increasing collaboration with sales and/or channel organizations is their top professional priority in the coming months.
- Many find organizational cultures frustrating and undermining marketing success; but insufficient budget is the biggest source of aggravation.
- Top-line revenue growth and market share gains remain senior management's top mandates for marketing; an overwhelming 82 percent of marketers believe this is an attainable goal in the current global economy.
Topics explored in the 45-point "State of Marketing" audit included:
- Top marketing group accomplishments in the preceding year
- Senior management mandates and requirements for marketing
- Areas of CMO responsibility and budget control
- Size of marketing budgets and outlook for marketing spend
- Allocations of marketing budgets across both operational and functional areas
- Headcount changes and talent sourcing and management priorities
- Digital marketing progress, direction, and metrics for measuring ROI
performance evaluation and change intentions
- Professional and personal development priorities for CMOs
- Compensation from both a base salary and incentive standpoint
- Variations and insights into regional market challenges, complexities, and dynamics
- Factors influencing regional marketing strategies and mix allocations
- Emerging market growth potential and prioritization criteria
- Approaches to maximizing marketing value and effectiveness
- Procurement of marketing automation solutions and benefits being realized
- Organizational and operational changes and transformation projects
A complimentary executive summary of the report can be sourced online, while the full report can be purchased for $199. For CMO Council members who are premium content subscribers ($495 annually), the full report is available at no cost. To download the complimentary executive summary or to purchase the full report with expanded executive summary, charts, graphs and detailed breakdowns of findings, please visit: www.cmocouncil.org/r/state-of-marketing-2012