In 2015, the Leapfrog Marketing Institute launched our first Planning Report. The report’s purpose was to uncover the shift marketers were making to be more consumer-centric in their strategies and tactics. In this year’s Planning Report, we continue on the consumer-centric path, but with a twist. Our purpose is to understand not only how marketers are shifting their plans to be more consumer-centric, but also how they engage internal partners in the planning process.
The survey was fielded in January 2016. Survey respondents were heavily weighted 2:1 budget owners vs budget influencers. In terms of roles – 69% are in marketing, 20% in digital and the remainder in related operations and analytics roles. More than 60% identified themselves as having an executive management/marketing role within their organization.