2016 CMO Digital Benchmark Study Webinar

The Leapfrog Marketing Institute’s fourth CMO Digital Benchmark Study reveals insights from senior marketing and technology executives about how they navigating the evolving digital space.. The study shows the impact that the C-suite has on digital transformation and cross-functional alignment. The study also examines trends from senior marketing and technology executives in the areas of mobile and omnichannel, as well as the evolving CMO-CIO relationship.

In this follow-up webinar, the researchers discuss the findings and their implications. Of note, the researchers will provide a unique view of the insights broken out by company type – Business-to-Business and Business-to-Consumer.

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2015 Planning Report

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

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

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

2014 CMO Digital Benchmark Study

Findings and Considerations to Accelerate Growth In the Digital World


The Leapfrog Marketing Institute conducted a 2009 study exploring how senior marketing executives were navigating the digital space.Since then a lot has changed for marketers, including the explosion of devices, the economic downturn, the emerging recovery and the accelerated rate of data creation and analysis to name a few.The survey was re-fielded in Q2 2014 to understand the impact of these changes and identify key areas moving forward. This presentation summarizes the key findings and implications for today’s marketers in an increasingly complex digital world.

About The Researchers

The 2014 CMO Benchmark Survey Prepared, Fielded and Analyzed for the Leapfrog Marketing Institute by:

Fred Ehle: BrandApart/Founder
Stephen Hersh: Northwestern University Medill School of Journalism, Integrated Marketing Communications Program/Adjunct Lecturer

Executive Summary

In our 2009 study, marketing executives were not confident in how they approached digital -in their own ability, with their marketing teams and with their partners. Now, marketing executives seem to have more confidence in their own digital abilities, and in selecting the right partners. The primary barrier to appears to be in the slow rate of transformation within their organization, hindering marketers’ ability to move with agility across channels to serve the always on consumer in a rapidly changing digital world.

  • Since 2009: increased adoption of digital and mobile by consumers has prompted marketing executives to evolve their use of digital as primarily a communication channel into a true commerce channel.
  • Marketing budgets have stabilized and grown, with 91% of marketing budgets either increased or flat this year. Approximately 50% grew 10%+.
  • These marketing budgets now carry higher financial-driven expectations, with measurable ROI being the greatest need for 93% of respondents.
  • The capabilities that marketing executives view as the most important to achieve their financial-driven objectives are Websites, Data, and Mobile.
  • Interestingly, these three capabilities are primarily handled internally and are perceived by marketers as the most underdeveloped capabilities.
  • This unexpected insight—and barrier—was due to internal silos and resistance by the organization to change, according to the respondents. This also impacted marketers’ ability to leverage their desired external partners.

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