Evolving Strategic and Financial Plans for the Always-On Consumer

In October 2014, the Leapfrog Marketing Institute released its most recent CMO Benchmark Study focused on the changing role of the CMO in the increasingly complex digital landscape.

This 2015 Planning Report, Evolving Strategic and Financial Plans for the Always-On Consumer, extends the learnings from the Benchmark Study. The Planning Report focuses on how marketing executives are evolving their strategic and financial plans to become more consumer-centric to meet the needs of the always-on consumer.

Survey Participants

The survey was fielded in December 2014. Survey respondents were evenly split between budget owners and budget influencers. In terms of roles – 69% are in marketing, 20% in digital and the remainder in related operations and analytics roles. Over 65% of respondents identified themselves as having an executive management role within their organization.

Leapfrog Marketing Institute Advisory Panel Interviews

RobRoyRob Roy
Head of eCommerce and Digital Marketing/Time Warner Cable
GaryLancina

Gary Lancina: Former Program Director, Retail Partnerships and Innovation/BP

JimCarey
Jim Carey: Adjunct Professor/ Northwestern University Medill School of Journalism, Integrated Marketing Communications Program