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1、 Managing Brand,Growth,and Metrics The 3rd Edition of The CMO Survey UK,March 2023 This third edition of The CMO Survey UK provides the marketing profession with an overview of marketing activities,spending,and performance.As always,the UK Edition also provides a comparison to the study of U.S.marke

2、ting leaders that has been running bi-annually since 2008(see U.S.results at https:/cmosurvey.org/results/).This years highlights include:Leadership,Spending and Metrics Ten percent of companies CEOs had been marketing leaders previously,but only 1.3%of respondents say it is likely that(they)their m

3、arketing leaders will become CEO at their current or another company in the future(selecting 7 on a 1-7 scale),whereas 25%say it is not at all likely(1 on a 1-7 scale).Marketing leaders have primary responsibility for communication-related aspects of their brandspromotion(82.5%),public relations(82.

4、5%),social media(90%),advertising(91.3%),digital marketing(92.5%),and brand(93.8%).In contrast,far fewer report primary responsibility for downstream activities such as e-commerce(41.3%),sales(20.0%),and distribution(12.5%),or for new products and services(26.3%)and innovation(28.8%),or for pricing(

5、20%).Marketing spending was up 4.5%over the last 12 months,accounting for 12.8%of the companys overall budget and 5.2%of company revenues.Nearly half of the spend(48.7%)was on digital activities,up 12.8%from last year.In terms of marketing components that are“always/consistently”measured(versus“almo

6、st never”),59.2%(4.2%)of companies do so for sales,57.7(1.4%)for digital performance,47.1%(5.7%)for content engagement,33.8%(12.7%)for lead generation and 33.3%(4.3%)for campaign effectiveness.In contrast,consumer metrics that are less often“always/consistently”(more often“almost never”)measured,inc

7、luding 22.9%(4.3%)of companies doing so for customer satisfaction,20.3%(23.2%),NPS/willingness to recommend,19.7%(12.7%)for the customer experience,18.3%(15.5%)for retention/loyalty,and 5.6%(22.5%)for customer lifetime value/customer profitability.Managing Growth Marketing organizations have grown 6

8、.9%over the past year,with marketing hiring projected to increase 6.5%over the next 12 months.This parallels a 11.5%(10.0%)increase in sales revenues(profits).However,more than half(50.4%)of respondents are less optimistic about the UK economy than they were a year ago,with fewer than one in three(3

9、1.7%)being more optimistic.By far the largest perceived external challenge is financial/market instability/inflation(55.8%)followed by labor skills shortages(10.4%).Inflationary pressures are decreasing marketing spending levels for more than half of the respondents(56.1%)with only 13.8%reporting th

10、at inflationary pressures are increasing marketing spending.When pursuing growth,marketers agree that the following behaviors help,in order:(1)use an integrated marketing team in which digital and nondigital work together;(2)marketing articulates how the growth opportunity connects to the company po

11、sition and strategy;(3)marketing offers a strong interpretation of customer insights important to the growth opportunity;(4)using data insights across channels;and(5)marketing is able to connect the growth strategy to relevant customer metrics.Marketers think that having the right data and the right

12、 technology contribute most to future organic revenue growth,followed by stakeholder alignment and the right operating model.Having the right talent lagged these factors.In terms of spending on specific growth strategies in the past 12 months,the highest percentage of spending was allocated towards

13、low-risk market penetration strategies(56.8%),followed by 20.6%offering development,15.6%market development,and 7.0%diversification.Managing Brands The majority of companies responding maintain a single corporate brand(56.5%)versus having a set of brands(22.2%)or a mix of both types of brands(21.3%)

14、.Most report having a“premium”brand(46.3%)relative to a“standard”(27.8%),“luxury”(11.1%),“super premium”(10.2%),or“value”brand(4.6%).While most brands offer a broad range of products and services(4.5 on a 7-point scale)and stretch across multiple customer segments(4.4),it is less common for brands t

15、o stretch across different price-quality tiers(3.4).Companies are most likely to embrace ideas that connect brands to a strong customer-focused purpose(5.4 on a 7-point scale),followed by an employee(4.3),social(4.1),and planet-focused purpose(4.0).Companies view brands as a key intangible asset(5.0

16、),view the CEO and senior leaders as brand representatives(4.7),and continually invest in maintaining the brands unique position in the marketplace(4.6).Building the brand is not the sole responsibility of the marketing department.While marketing is reported to work best with sales/distribution in d

17、eveloping the brand(4.9),it works least well building the brand with finance(3.1)and human resources(3.7).While firms spend an average of 44%of overall budget on long-term brand building and 56%on short-term performance,most firms report they would ideally spend around 53%on long-term brand building

18、 and 47%on short-term performance.Marketers report brand management and development capabilities are important to their companys success,but that current effectiveness levels lag.We hope these benchmarks will be useful to you and your company.Special thanks to the marketing leaders that gave their t

19、ime and good will to make these insights possible.Nader Tavassoli Professor of Marketing Academic Director,The Leadership Institute London Business School UK Director,The CMO Survey Christine Moorman T.Austin Finch,Sr.Professor of Business Administration Fuqua School of Business,Duke University Foun

20、der and Director,The CMO Survey Managing Brand,Growth,and Metrics The 3rd Edition of The CMO Survey UK,March 2023 Survey Sample 1,325 marketing leaders at UK for-profit companies;143 responded for a 10.8%response rate94%of respondents are VP-level or above.Survey Administration The survey was in fie

21、ld from January 10-February 1,2023.It was administered via email with follow-up reminders.Survey Reports Topline Report offers an aggregate view of survey results and a summary of key findings.Firm and Industry Breakout Report offers survey results by sectors,headcount,and sales.Overview of The CMO

22、Survey UK Mission:To collect and disseminate the opinions of marketing leaders in order to predict the future of markets,track marketing excellence,and improve the value of marketing in organizations and society.Administration:The CMO Survey UK was founded in 2021.Questions repeat to observe trends

23、over time and new questions are added to tap into marketing trends.The survey is an objective source of information about marketing and a non-commercial service dedicated to improving the field of marketing.Table of Contents Topic 1:Macroeconomic Forecasts 1 Are you more or less optimistic about the

24、 UK economy compared to last quarter?2 Rate your optimism about the U.S.economy on a scale from 0-100 with 0 being the least optimistic.3 Are current inflationary pressures impacting marketing spending levels in your company?Topic 2:Customer Behavior and Channels 4 For this market,rank your customer

25、s top three priorities(1,2,3)over the next 12 months.5 Will you use a channel or go directly to market?6 Which statements reflect how your channel strategy has changed over the last three years?Topic 3:Marketing Spending 7 Marketing expenses account for what percent of your companys overall budget?8

26、 Marketing expenses account for what percent of your companys revenues?9 By what percent has your marketing spending changed in the prior 12 months?10 What percent of your marketing budget does your company currently spend on digital and non-digital marketing activities?11 Relative to the prior 12 m

27、onths,note your companys percentage change in spending during the next 12 months in each area.Topic 4:Managing Brand 12 What type of brand does your company have?13 Which level of the market best describes this brand?14 Rate the breadth of your brand on offerings,customer segments,and price-quality

28、levels.15 Indicate the percentage of your overall budget spent on long-term brand building relative to short-term performance:Current 16 Indicate the percentage of your overall budget spent on long-term brand building relative to short-term performance:Ideal 17 Rate how well marketing works with dif

29、ferent functions to build your companys brand.18 Rate the importance of your brand capabilities to your companys success.19 Rate the current effectiveness of your brand capabilities.20 Rate the degree to which the following ideas related to branding are embraced in your company.Topic 5:Managing Grow

30、th 21 Rank order the following factors in terms of their importance for driving future organic revenue growth within your company.22 When pursuing growth opportunities,how often do the following behaviors occur in your company.23 Allocate 100 points to reflect your companys spending in each of the f

31、our growth strategies during the prior 12 months.24 Allocate 100 points to reflect how your company will grow during the next 12 months.25 What percent of your marketing budget do you spend on domestic markets?26 What percent of your companys sales is domestic?Topic 6:Marketing Leadership 27 What is

32、 marketing primarily responsible for in your company?28 From the following selections,which do you believe would be the most challenging to accomplish over the next 12 months?29 Rate the degree to which you plan to prioritize each of these challenges over the next 12 months to drive your organizatio

33、ns success?30 What are the biggest external challenges facing your organization over the next 12 months?31 Is your current CEO a former marketing leader at your or another company?32 How likely is the current top marketing leader in your company to become the CEO at your or another company?33 How mu

34、ch time do you spend managing the present versus preparing for the future of marketing in your company?34 Rate your companys ability to manage problems and turbulence.35 Do you believe it is appropriate for your brand to take a stance on politically-charged issues?36 Which of the following reasons i

35、nfluenced your willingness to take a stance?37 Which of the following reasons influenced your unwillingness to take a stance?Topic 7:Social Media and Mobile Marketing 38 What percent of your marketing budget do you spend on mobile activities?Now,12 months,5 years 39 To what degree has the use of mob

36、ile marketing contributed to your companys performance during the last year?40 What percent of your marketing budget do you spend on social media?Now,12 months,5 years 41 To what degree has the use of social media contributed to your companys performance?42 How does your company use social media?Top

37、ic 8:Marketing Jobs 43 By what percent has the size of your marketing organization grown or shrunk over the last year?44 By what percentage will your companys marketing hires change in the next year?45 What percent of your marketing organization is working from home?Topic 9:Marketing Performance 46

38、How consistently do you measure the following components of marketing?48 Compared to 2021,rate your companys performance during the prior 12 months:Sales revenue 49 Compared to 2021,rate your companys performance during the prior 12 months:Profits 50 Compared to 2021,rate your companys performance d

39、uring the prior 12 months:Customer acquisition 51 Compared to 2021,rate your companys performance during the prior 12 months:Customer retention 52 Compared to 2021,rate your companys performance during the prior 12 months:Brand value Appendix:Company-level Descriptive Information 53 What is your fir

40、ms primary economic sector?54 What is your firms primary industry sector?55 What is the number of employees in your company?56 What was your companys sales revenue in last 12 months?57 What percent of your companys sales is through the Internet?The CMO Survey UK Topline Report March 2023,p.1 Topic 1

41、:Macroeconomic Forecasts Are you more or less optimistic about the UK economy compared to last quarter?Number Percent 95%CI 3=More 39 31.7%7.4%2=No Change 22 17.9%6.0%1=Less 62 50.4%8.2%Total 123 100.0%Mean=1.81 SD=0.89 Missing Cases=20 Response Percent=86.0%The CMO Survey UK Topline Report March 20

42、23,p.2 Topic 1:Macroeconomic Forecasts Rate your optimism about the U.S.economy on a scale from 0-100 with 0 being the least optimistic.Minimum=7.36 Maximum=84.41 Mean=46.00 Median=47 Standard Deviation(Unbiased Estimate)=19.38 95 Percent Confidence Interval Around the Mean=42.58-49.43 Valid Cases=1

43、23 Missing Cases=20 Response Percent=86.0%The CMO Survey UK Topline Report March 2023,p.3 Topic 1:Macroeconomic Forecasts Are current inflationary pressures impacting marketing spending levels in your company?Number Percent 95%CI Yes,inflationary pressures are increasing marketing spending levels 17

44、 13.8%5.4%Yes,inflationary pressures are decreasing marketing spending levels 69 56.1%8.3%No 37 30.1%7.3%Total 123 100.0%Missing Cases=20 Response Percent=86.0%The CMO Survey UK Topline Report March 2023,p.4 Topic 2:Customer Behavior and Channels For this market,rank your customers top three priorit

45、ies(1,2,3)over the next 12 months.Mean&SD 1st Priority 2nd Priority 3rd Priority Total 1.83 23 15 14 52 Low price 0.83 19.5%12.7%11.9%44.1%1.73 38 22 17 77 Superior product quality 0.81 32.2%18.6%14.4%65.3%2.22 7 7 13 27 Superior innovation 0.85 5.9%5.9%11.0%22.9%1.91 24 25 18 67 Excellent service 0

46、.79 20.3%21.2%15.3%56.8%2.14 12 30 21 63 Trusting relationship 0.72 10.2%25.4%17.8%53.4%2.27 10 15 23 48 Customer experience 0.79 8.5%12.7%19.5%40.7%Creating a positive impact on 2.40 4 4 12 20 the world 0.82 3.4%3.4%10.2%16.9%The CMO Survey UK Topline Report March 2023,p.5 Topic 2:Customer Behavior

47、 and Channels Will you use a channel or go directly to market?Number Percent 95%CI Uses channel partners 102 71.3%7.5%Does not use channel partners 41 28.7%7.5%Total 143 100.0%Missing Cases=0 Response Percent=100.0%The CMO Survey UK Topline Report March 2023,p.6 Topic 2:Customer Behavior and Channel

48、s Which statements reflect how your channel strategy has changed over the last three years?Number Percent 95%CI We increased the number of channels we use 69 74.2%9.1%We are using our social channels to sell products and services 42 45.2%10.3%We added a direct-to-consumer/customer channel of any typ

49、e 40 43.0%10.3%We have returned to our pre-Covid face-to-face channels 39 41.9%10.2%We are opening new face-to-face channels 28 30.1%9.5%Our former face-to-face channels have all become digital 6 6.5%5.1%We have integrated gaming into our channels to sell 2 2.2%3.0%Total 226 Number of Cases=93 Numbe

50、r of Responses=226 Average Number of Responses Per Case=2.4 Number of Cases with at Least One Response=93 Response Percent=100.0%The CMO Survey UK Topline Report March 2023,p.7 Topic 3:Marketing Spending Marketing expenses account for what percent of your companys overall budget?Minimum=0 Maximum=51

51、.26 Mean=12.78 Median=5 Standard Deviation(Unbiased Estimate)=14.89 95 Percent Confidence Interval Around the Mean=9.19-16.37 Valid Cases=66 Missing Cases=77 Response Percent=46.2%The CMO Survey UK Topline Report March 2023,p.8 Topic 3:Marketing Spending Marketing expenses account for what percent o

52、f your companys revenues?Minimum=0 Maximum=39.36 Mean=5.21 Median=3 Standard Deviation(Unbiased Estimate)=7.53 95 Percent Confidence Interval Around the Mean=3.36-7.05 Valid Cases=64 Missing Cases=79 Response Percent=44.8%The CMO Survey UK Topline Report March 2023,p.9 Topic 3:Marketing Spending By

53、what percent has your marketing spending changed in the prior 12 months?Mean SD 95%CI Median Minimum Maximum Total Overall marketing spending 4.52 20.55-0.33-9.37 2.50-44.19 55.46 69 Digital marketing spending 14.43 27.95 7.84-21.03 10-40 100 69 The CMO Survey UK Topline Report March 2023,p.10 Topic

54、 3:Marketing Spending What percent of your marketing budget does your company currently spend on digital and non-digital marketing activities?Mean SD 95%CI Median Minimum Maximum Total%non-digital 51.3 26.7 45.0-57.6 50 5 100 69%digital 48.7 26.7 42.4-55.0 50 0 95 69 The CMO Survey UK Topline Report

55、 March 2023,p.11 Topic 3:Marketing Spending Relative to the prior 12 months,note your companys percentage change in spending during the next 12 months in each area.Mean SD 95%CI Median Minimum Maximum Total Digital marketing spending 12.76 16.94 8.67-16.84 10-20 54.01 66 Brand building 7.78 14.56 4.

56、07-11.50 5-23.04 39.07 59 New product introductions 6.11 8.97 3.86-8.36 0 0 35.68 61 Customer experience spending 6.03 9.04 3.74-8.31 0-10 30.30 60 Overall marketing spending 5.19 12.92 2.07-8.31 5-29.06 40.58 66 Customer relationship management 5.19 7.18 3.38-7.01 0 0 23.30 60 New service introduct

57、ions 4.85 7.26 3.03-6.67 0 0 23.59 61 Traditional advertising spending 2.45 13.20-0.81-5.71 0-37.69 42.96 63 The CMO Survey UK Topline Report March 2023,p.12 Topic 4:Managing Brand What type of brand does your company have?Number Percent 95%CI Mainly a single corporate brand only 61 56.5%8.2%A set o

58、f brands that represent different offerings and/or divisions 24 22.2%6.2%A mix of both types of brands 23 21.3%6.1%Total 108 100.0%Missing Cases=35 Response Percent=75.5%The CMO Survey UK Topline Report March 2023,p.13 Topic 4:Managing Brand Which level of the market best describes this brand?Number

59、 Percent 95%CI Luxury 12 11.1%4.6%Super premium 11 10.2%4.4%Premium 50 46.3%7.9%Standard 30 27.8%6.8%Value 5 4.6%3.1%Total 108 100.0%Missing Cases=35 Response Percent=75.5%The CMO Survey UK Topline Report March 2023,p.14 Topic 4:Managing Brand Rate the breadth of your brand on offerings,customer seg

60、ments,and price-quality levels.1=Very 7=Very narrow broad Mean range 2 3 4 5 6 range Total How broad is the range of distinct types of offerings(products or services)you sell under this brand 4.45 3 18 18 12 22 13 21 107 name?2.8%16.8%16.8%11.2%20.6%12.1%19.6%100.0%How far is this brand stretched ac

61、ross different customer 4.42 5 9 21 19 24 12 17 107 segments?4.7%8.4%19.6%17.8%22.4%11.2%15.9%100.0%How far is this brand stretched across different price-quality 3.39 10 27 28 9 23 3 6 106 levels?9.4%25.5%26.4%8.5%21.7%2.8%5.7%100.0%The CMO Survey UK Topline Report March 2023,p.15 Topic 4:Managing

62、Brand Indicate the percentage of your overall budget spent on long-term brand building relative to short-term performance:Current Number Percent 95%CI 0%2 1.9%2.0%10%17 16.5%5.4%20%11 10.7%4.4%30%13 12.6%4.8%40%11 10.7%4.4%50%12 11.7%4.6%60%10 9.7%4.2%70%13 12.6%4.8%80%9 8.7%4.0%90%3 2.9%2.4%100%2 1

63、.9%2.0%Total 103 100.0%Mean=43.88 SD=25.94 Missing Cases=40 Response Percent=72.0%The CMO Survey UK Topline Report March 2023,p.16 Topic 4:Managing Brand Indicate the percentage of your overall budget spent on long-term brand building relative to short-term performance:Ideal Number Percent 95%CI 0%0

64、 0.0%0.0%10%0 0.0%0.0%20%2 1.9%2.0%30%14 13.5%5.0%40%15 14.4%5.1%50%29 27.9%6.7%60%22 21.2%6.0%70%10 9.6%4.2%80%10 9.6%4.2%90%1 1.0%1.4%100%1 1.0%1.4%Total 104 100.0%Mean=53.08 SD=16.26 Missing Cases=39 Response Percent=72.7%The CMO Survey UK Topline Report March 2023,p.17 Topic 4:Managing Brand Rat

65、e how well marketing works with different functions to build your companys brand.1=Very 7=A great Mean little 2 3 4 5 6 deal Total Marketing and sales/distribution work closely together to 4.93 3 6 12 16 26 28 17 108 build the brand 2.8%5.6%11.1%14.8%24.1%25.9%15.7%100.0%Marketing and human resource

66、s work closely together to 3.69 11 22 17 21 21 9 7 108 build the brand 10.2%20.4%15.7%19.4%19.4%8.3%6.5%100.0%Marketing and operations/production work closely together 3.89 6 13 34 17 17 14 7 108 to build the brand 5.6%12.0%31.5%15.7%15.7%13.0%6.5%100.0%Marketing and finance work closely together 3.

67、08 17 27 29 15 11 3 6 108 to build the brand 15.7%25.0%26.9%13.9%10.2%2.8%5.6%100.0%Marketing and IT/digital work closely together to build the 3.95 8 18 19 19 21 16 7 108 brand 7.4%16.7%17.6%17.6%19.4%14.8%6.5%100.0%The CMO Survey UK Topline Report March 2023,p.18 Topic 4:Managing Brand Rate the im

68、portance of your brand capabilities to your companys success.1=Not at all 7=Very Mean important 2 3 4 5 6 important Total Importance of brand development capabilities to your 5.30 0 3 5 13 38 34 15 108 companys success 0.0%2.8%4.6%12.0%35.2%31.5%13.9%100.0%Importance of brand management capabilities

69、 to your 5.35 1 3 5 11 33 37 17 107 companys success 0.9%2.8%4.7%10.3%30.8%34.6%15.9%100.0%The CMO Survey UK Topline Report March 2023,p.19 Topic 4:Managing Brand Rate the current effectiveness of your brand capabilities.1=Not at all 7=Very Mean effective 2 3 4 5 6 effective Total Current effectiven

70、ess of brand development 4.16 3 9 25 21 31 13 4 106 capabilities 2.8%8.5%23.6%19.8%29.2%12.3%3.8%100.0%Current effectiveness of brand management 4.42 2 9 14 27 31 20 4 107 capabilities 1.9%8.4%13.1%25.2%29.0%18.7%3.7%100.0%The CMO Survey UK Topline Report March 2023,p.20 Topic 4:Managing Brand Rate

71、the degree to which the following ideas related to branding are embraced in your company.1=Not at 7=Very Mean all 2 3 4 5 6 highly Total Brands are a key intangible asset owned by our 5.00 3 7 9 15 26 28 19 107 company.2.8%6.5%8.4%14.0%24.3%26.2%17.8%100.0%Significant long-term investments are made

72、into developing our 3.75 7 21 21 21 19 12 5 106 brand.6.6%19.8%19.8%19.8%17.9%11.3%4.7%100.0%We continually invest in maintaining our brands unique position in the 3.94 4 17 22 25 23 9 7 107 marketplace.3.7%15.9%20.6%23.4%21.5%8.4%6.5%100.0%Employees are evaluated and rewarded based on how well they

73、 deliver our brand promise to 3.07 18 32 19 14 13 9 2 107 customers.16.8%29.9%17.8%13.1%12.1%8.4%1.9%100.0%The delivery of our brand promise is closely coordinated with company 3.59 13 15 28 18 15 12 5 106 partners.12.3%14.2%26.4%17.0%14.2%11.3%4.7%100.0%Our CEO and senior leaders are a viewed as ke

74、y brand 4.66 3 13 13 17 20 24 17 107 representatives.2.8%12.1%12.1%15.9%18.7%22.4%15.9%100.0%Our brand promise has a strong customer-5.41 0 5 9 11 27 21 33 106 focused purpose.0.0%4.7%8.5%10.4%25.5%19.8%31.1%100.0%Our brand promise has a strong planet-4.01 8 14 24 18 19 11 12 106 focused purpose.7.5

75、%13.2%22.6%17.0%17.9%10.4%11.3%100.0%Our brand promise has a strong employee-focused 4.27 6 13 18 20 21 14 14 106 purpose.5.7%12.3%17.0%18.9%19.8%13.2%13.2%100.0%Our brand promise has a strong social 4.14 9 12 18 20 24 12 12 107 purpose.8.4%11.2%16.8%18.7%22.4%11.2%11.2%100.0%The CMO Survey UK Topli

76、ne Report March 2023,p.21 Topic 5:Managing Growth Rank order the following factors in terms of their importance for driving future organic revenue growth within your company Mean&SD 1 2 3 4 5 Total 2.19 38 22 10 15 5 90 Having the right talent 1.30 42.2%24.4%11.1%16.7%5.6%100.0%Having the right 2.89

77、 17 23 19 13 17 89 operating model 1.39 18.9%25.6%21.1%14.4%18.9%98.9%Having all 3.14 17 11 23 17 20 88 stakeholders aligned 1.42 18.9%12.2%25.6%18.9%22.2%97.8%Having the right 3.35 10 19 15 20 25 89 technology 1.38 11.1%21.1%16.7%22.2%27.8%98.9%3.35 8 15 23 22 20 88 Having the right data 1.26 8.9%1

78、6.7%25.6%24.4%22.2%97.8%The CMO Survey UK Topline Report March 2023,p.22 Topic 5:Managing Growth When pursuing growth opportunities,how often do the following behaviors occur in your company Majority of Minority of time time Total Examining other industries for actions that might inspire company gro

79、wth 34 58 92 opportunities.37.0%63.0%100.0%Identifying how to move the business from core strengths into adjacent 32 60 92 digital opportunities.34.8%65.2%100.0%Using data insights across channels 56 35 91 61.5%38.5%100.0%Effectively leveraging technology to pursue growth opportunities.50 42 92 54.3

80、%45.7%100.0%Using an integrated marketing team in which digital and nondigital work together 72 18 90 80.0%20.0%100.0%Using an integrated marketing team in which marketing and finance experts 32 59 91 work together 35.2%64.8%100.0%Marketing offers a strong interpretation of customer insights importa

81、nt to 59 33 92 the growth opportunity 64.1%35.9%100.0%Marketing articulates how the growth opportunity connects to the company 69 23 92 position and strategy.75.0%25.0%100.0%Marketing is able to connect the growth strategy to relevant customer 54 38 92 metrics 58.7%41.3%100.0%Marketing builds a busi

82、ness case for the growth strategy 52 39 91 57.1%42.9%100.0%The CMO Survey UK Topline Report March 2023,p.23 Topic 5:Managing Growth Allocate 100 points to reflect your companys spending in each of the four growth strategies during the prior 12 months.Mean SD 95%CI Median Minimum Maximum Total Existi

83、ng products/services in existing markets 56.8 23.6 51.8-61.7 60 10 100 88 New products/services in existing markets 20.6 16.0 17.3-24.0 20 0 80 88 Existing products/services in new markets 15.6 15.3 12.4-18.8 10 0 70 88 New products/services in new markets 7.0 10.0 5.0-9.1 5 0 50 88 The CMO Survey U

84、K Topline Report March 2023,p.24 Topic 5:Managing Growth Allocate 100 points to reflect how your company will grow during the next 12 months.Mean SD 95%CI Median Minimum Maximum Total Growth from your firm internally 67.6 30.2 61.3-73.8 75 0 100 90 Growth from partnerships 16.7 23.2 11.9-21.5 10 0 1

85、00 90 Growth from acquisitions 12.1 19.2 8.1-16.0 0 0 95 90 Growth from licensing arrangements 3.7 10.1 1.6-5.8 0 0 60 90 The CMO Survey UK Topline Report March 2023,p.25 Topic 5:Managing Growth What percent of your marketing budget do you spend on domestic markets?Minimum=0 Maximum=100 Mean=57.78 M

86、edian=60 Standard Deviation(Unbiased Estimate)=37.88 95 Percent Confidence Interval Around the Mean=49.95-65.60 Valid Cases=90 Missing Cases=53 Response Percent=62.9%The CMO Survey UK Topline Report March 2023,p.26 Topic 5:Managing Growth What%of your companys sales is domestic?Minimum=1 Maximum=100

87、 Mean=56.83 Median=60 Standard Deviation(Unbiased Estimate)=35.59 95 Percent Confidence Interval Around the Mean=49.48-64.19 Valid Cases=90 Missing Cases=53 Response Percent=62.9%The CMO Survey UK Topline Report March 2023,p.27 Topic 6:Marketing Leadership What is marketing primarily responsible for

88、 in your company?Number Percent 95%CI Brand 75 93.8%5.4%Digital marketing 74 92.5%5.9%Advertising 73 91.3%6.3%Social media 72 90.0%6.7%Public relations 66 82.5%8.5%Promotion 66 82.5%8.5%Marketing analytics 58 72.5%10.0%Marketing research 57 71.3%10.1%Positioning 50 62.5%10.9%Lead generation 49 61.3%

89、10.9%Customer Insight 46 57.5%11.1%Customer experience 39 48.8%11.2%Customer relationship management 34 42.5%11.1%e-commerce 33 41.3%11.0%Competitive intelligence 32 40.0%11.0%Market entry strategies 26 32.5%10.5%Revenue Growth 23 28.8%10.1%Innovation 23 28.8%10.1%Sustainability 21 26.3%9.9%New prod

90、ucts or new services 21 26.3%9.9%Sales 16 20.0%9.0%Pricing 16 20.0%9.0%Customer service 15 18.8%8.7%Market selection 11 13.8%7.7%Talent acquisition and retention 10 12.5%7.4%Distribution 10 12.5%7.4%Privacy 8 10.0%6.7%Stock market performance 2 2.5%3.5%Total 1026 Number of Cases=80 Number of Respons

91、es=1026 Average Number of Responses Per Case=12.8 Number of Cases with at Least One Response=80 Response Percent=100.0%The CMO Survey UK Topline Report March 2023,p.28 Topic 6:Marketing Leadership From the following selections,which do you believe would be the most challenging to accomplish over the

92、 next 12 months?Mean Top Second Third&SD Challenge(1)Ranked(2)Ranked(3)Total Reducing operational and/or product costs or increasing 2.00 6 10 6 22 value for similar cost 0.76 7.9%13.2%7.9%28.9%Building more inclusive 1.67 2 0 1 3 capabilities and/or offerings 1.15 2.6%0.0%1.3%3.9%Building more sust

93、ainable 2.29 3 4 7 14 capabilities and/or offerings 0.83 3.9%5.3%9.2%18.4%Deploying brand as an 1.88 13 10 9 32 enterprise-wide strategy 0.83 17.1%13.2%11.8%42.1%Expanding into new markets,1.64 14 2 6 22 segments,or geographies 0.90 18.4%2.6%7.9%28.9%Activating purpose as an enterprise-wide business

94、 1.93 5 6 4 15 strategy 0.80 6.6%7.9%5.3%19.7%Collaborating with other business functions to drive strategic initiatives(e.g.,IT,2.10 5 9 7 21 supply chain,etc.)0.77 6.6%11.8%9.2%27.6%Creating new products and 1.77 5 6 2 13 services 0.73 6.6%7.9%2.6%17.1%Addressing regulatory environments(e.g.,publi

95、c health,climate,geopolitical,2.09 2 6 3 11 privacy,etc.)0.70 2.6%7.9%3.9%14.5%Developing,acquiring,and 2.13 7 7 10 24 retaining talent 0.85 9.2%9.2%13.2%31.6%Accelerating the move to new 2.19 6 13 12 31 digital technologies/platforms 0.75 7.9%17.1%15.8%40.8%Implementing systems and/or algorithms(e.

96、g.,AI,ML)to create greater customer 2.05 8 3 9 20 personalization 0.94 10.5%3.9%11.8%26.3%The CMO Survey UK Topline Report March 2023,p.29 Topic 6:Marketing Leadership Rate the degree to which you plan to prioritize each of these challenges over the next 12 months to drive your organizations success

97、?Mean&SD 1=Not at all 2 3 4 5 6 7=A great deal Total Reducing operational and/or product costs or increasing value for similar cost 5.23 0 1 2 4 4 6 5 22 1.48 0.0%4.5%9.1%18.2%18.2%27.3%22.7%100.0%Building more inclusive capabilities and/or offerings 5.33 0 0 0 0 2 1 0 3 0.58 0.0%0.0%0.0%0.0%66.7%33

98、.3%0.0%100.0%Building more sustainable capabilities and/or 4.71offerings 4.71 0 0 3 3 4 3 1 14 1.27 0.0%0.0%21.4%21.4%28.6%21.4%7.1%100.0%Deploying brand as an enterprise-wide strategy 4.90 2 3 3 3 6 5 9 31 1.96 6.5%9.7%9.7%9.7%19.4%16.1%29.0%100.0%Expanding into new markets,segments,or geographies

99、4.82 1 4 2 2 2 4 7 22 2.11 4.5%18.2%9.1%9.1%9.1%18.2%31.8%100.0%Activating purpose as an enterprise-wide business strategy 4.80 1 1 0 4 4 2 3 15 1.74 6.7%6.7%0.0%26.7%26.7%13.3%20.0%100.0%Collaborating with other business functions to drive strategic initiatives(e.g.,IT,supply chain,etc.)5.20 0 1 0

100、4 6 7 2 20 1.20 0.0%5.0%0.0%20.0%30.0%35.0%10.0%100.0%Creating new products and services 5.54 0 0 2 2 1 3 5 13 1.56 0.0%0.0%15.4%15.4%7.7%23.1%38.5%100.0%Addressing regulatory environments(e.g.public health,climate,geopolitical,privacy,etc.5.82 0 0 0 0 4 5 2 11 0.75 0.0%0.0%0.0%0.0%36.4%45.5%18.2%10

101、0.0%Developing,acquiring,and retaining talent 5.79 0 0 2 1 5 8 8 24 1.22 0.0%0.0%8.3%4.2%20.8%33.3%33.3%100.0%Accelerating the move to new digital technologies/platforms 5.32 0 1 1 5 10 8 6 31 1.25 0.0%3.2%3.2%16.1%32.3%25.8%19.4%100.0%Implementing systems and/or algorithms(e.g.,AI,ML)to create grea

102、ter customer personalization 4.53 1 1 6 1 4 1 5 19 1.93 5.3%5.3%31.6%5.3%21.1%5.3%26.3%100.0%The CMO Survey UK Topline Report March 2023,p.30 Topic 6:Marketing Leadership What are the biggest external challenges facing your organization over the next 12 months?Mean Top Second Third&SD Challenge(1)Ra

103、nked(2)Ranked(3)Total 2.33 1 0 2 3 Ideological polarization 1.15 1.3%0.0%2.6%3.9%2.20 7 10 13 30 Geopolitical instability 0.81 9.1%13.0%16.9%39.0%Natural disasters(including 2.00 1 1 1 3 those related to climate)1.00 1.3%1.3%1.3%3.9%2.13 3 7 5 15 Cyber risk 0.74 3.9%9.1%6.5%19.5%2.00 2 1 2 5 Pandemi

104、c 1.00 2.6%1.3%2.6%6.5%Financial/market instability/1.49 43 17 8 68 inflation 0.70 55.8%22.1%10.4%88.3%2.21 8 15 16 39 Labor/skills shortage 0.77 10.4%19.5%20.8%50.6%Crises of trust(e.g.,spread of 2.13 2 3 3 8 misinformation)0.83 2.6%3.9%3.9%10.4%2.15 7 14 12 33 Supply chain disruption 0.76 9.1%18.2

105、%15.6%42.9%2.42 3 9 14 26 Changing regulations 0.70 3.9%11.7%18.2%33.8%The CMO Survey UK Topline Report March 2023,p.31 Topic 6:Marketing Leadership Is your current CEO a former marketing leader at your or another company?Number Percent 95%CI Yes 8 10.0%3.8%No 72 90.0%8.4%Total 80 100.0%Missing Case

106、s=63 Response Percent=55.9%The CMO Survey UK Topline Report March 2023,p.32 Topic 6:Marketing Leadership How likely is the current top marketing leader in your company to become the CEO at your or another company?Number Percent 95%CI 1=Not at all 20 25.0%5.8%2 18 22.5%5.5%3 14 17.5%5.0%4 8 10.0%3.8%

107、5 14 17.5%5.0%6 5 6.3%3.1%7=Very likely 1 1.3%1.4%Total 80 100.0%Mean=2.96 Missing Cases=63 Response Percent=55.9%The CMO Survey UK Topline Report March 2023,p.33 Topic 6:Marketing Leadership How much time do you spend managing the present versus preparing for the future of marketing in your company

108、?Mean SD 95%CI Median Minimum Maximum Total Managing the present 68.36 19.64 64.06-72.67 70 5 99 80 Preparing for the future 31.64 19.64 27.33-35.94 30 1 95 80 The CMO Survey UK Topline Report March 2023,p.34 Topic 6:Marketing Leadership Rate your companys ability to manage problems and turbulence:1

109、=Not at 7=Very Mean all 2 3 4 5 6 highly Total How well prepared is your marketing organization to address problems 4.30 1 3 14 30 18 13 1 80 arising in the future?1.3%3.8%17.5%37.5%22.5%16.3%1.3%100.0%How effective is your marketing organizations at making decisions in turbulent or disruptive 5.16

110、0 1 9 10 21 32 6 79 times?0.0%1.3%11.4%12.7%26.6%40.5%7.6%100.0%How often does your marketing organization evaluate its approach to managing ambiguous,3.94 2 18 16 9 19 14 2 80 non-routine problems?2.5%22.5%20.0%11.3%23.8%17.5%2.5%100.0%The CMO Survey UK Topline Report March 2023,p.35 Topic 6:Market

111、ing Leadership Do you believe it is appropriate for your brand to take a stance on politically-charged issues?Number Percent 95%CI Yes 32 40.0%7.0%No 48 60.0%7.9%Total 80 100.0%Missing Cases=63 Response Percent=55.9%The CMO Survey UK Topline Report March 2023,p.36 Topic 6:Marketing Leadership Which

112、of the following reasons influenced your willingness to take a stance.Taking a stance may:Number Percent 95%CI Show my company cares about more than making profits 26 81.3%14.3%Have a positive effect on my companys ability to stand out in the marketplace 22 68.8%17.0%Have a positive effect on my com

113、panys ability to attract and retain employees 20 62.5%17.8%Have a positive effect on my companys ability to attract and retain customers/partners 19 59.4%18.0%Total 87 Number of Cases=32 Number of Responses=87 Average Number of Responses Per Case=2.7 Number of Cases with at Least One Response=32 Res

114、ponse Percent=100.0%The CMO Survey UK Topline Report March 2023,p.37 Topic 6:Marketing Leadership Which of the following reasons influenced your unwillingness to take a stance.Taking a stance may:Number Percent 95%CI Make my company stand out in the marketplace in ways that we do not want 31 67.4%14

115、.1%Have a negative effect on my companys ability to attract and retain customers/partners 25 54.3%15.0%Have a negative effect on my companys ability to attract and retain employees 15 32.6%14.1%Show my company is wasting resources on non-core business activities 12 26.1%13.2%Total 83 Number of Cases

116、=46 Number of Responses=83 Average Number of Responses Per Case=1.8 Number of Cases with at Least One Response=46 Response Percent=100.0%The CMO Survey UK Topline Report March 2023,p.38 Topic 7:Social Media and Mobile Marketing What percent of your marketing budget do you spend on mobile activities?

117、Now,12 months,5 years Mean SD 95%CI Median Minimum Maximum Total What percent of your marketing budget do you currently spend on mobile activities?14.77 16.93 10.86-18.68 10 0 53.36 72%What percent will you spend on mobile in the next 12 months?17.85 20.36 13.18-22.52 10 0 75 73 What percent will yo

118、u spend on mobile activities in five years?27.64 25.06 21.86-33.43 20 0 77.15 72 The CMO Survey UK Topline Report March 2023,p.39 Topic 7:Social Media and Mobile Marketing To what degree has the use of mobile marketing contributed to your companys performance during the last year?Number Percent 95%C

119、I 1=Not at all 23 30.7%6.1%2 20 26.7%5.8%3 7 9.3%3.6%4 10 13.3%4.3%5 13 17.3%4.8%6 1 1.3%1.4%7=Very highly 1 1.3%1.4%Total 75 100.0%Mean=2.69 SD=1.61 Missing Cases=68 Response Percent=52.4%The CMO Survey UK Topline Report March 2023,p.40 Topic 7:Social Media and Mobile Marketing What percent of your

120、 marketing budget do you spend on social media?Now,12 months,5 years Mean SD 95%CI Median Total .of your marketing budget do you currently spend on social media?14.83 11.73 12.18-17.49 10 75 .will you spend in the next 12 months?18.26 12.58 15.39-21.12 15 74 .your companys social media activities ar

121、e currently performed by outside agencies 26.04 17.54 22.04-30.03 25 74 The CMO Survey UK Topline Report March 2023,p.41 Topic 7:Social Media and Mobile Marketing To what degree has the use of social media contributed to your companys performance?Number Percent 95%CI 1=Not At All 5 6.6%3.1%2 15 19.7

122、%5.1%3 12 15.8%4.6%4 16 21.1%5.3%5 17 22.4%5.4%6 10 13.2%4.3%7=Very Highly 1 1.3%1.4%Total 76 100.0%Mean=3.78 SD=1.55 Missing Cases=67 Response Percent=53.1%The CMO Survey UK Topline Report March 2023,p.42 Topic 7:Social Media and Mobile Marketing How does your company use social media?(Check all th

123、at apply)Number Percent 95%CI Brand awareness and brand-building 73 96.1%4.5%Acquiring new customers 55 72.4%10.3%Brand promotions,such as contests,coupons 51 67.1%10.8%Introducing new products and services 49 64.5%11.0%Improving employee engagement 41 53.9%11.5%Retaining current customers 36 47.4%1

124、1.5%Marketing research 28 36.8%11.1%Improving customer service 21 27.6%10.3%Identifying new customer segments we currently dont target 12 15.8%8.4%Identifying new product and service opportunities 8 10.5%7.1%Improving current products or services 6 7.9%6.2%Total 380 Number of Cases=76 Number of Resp

125、onses=380 Average Number of Responses Per Case=5.0 Number of Cases with at Least One Response=76 Response Percent=100.0%The CMO Survey UK Topline Report March 2023,p.43 Topic 8:Marketing Jobs By what percent has the size of your marketing organization grown or shrunk over the last year?Minimum=-60 M

126、aximum=100 Mean=6.87 Median=4 Standard Deviation(Unbiased Estimate)=24.01 95 Percent Confidence Interval Around the Mean=1.44-12.31 Valid Cases=75 Missing Cases=68 Response Percent=52.4%The CMO Survey UK Topline Report March 2023,p.44 Topic 8:Marketing Jobs Compared to the number of marketing hires

127、last year,by what percentage will your companys marketing hires change in the next year?Minimum=-27.56 Maximum=42.20 Mean=6.53 Median=2 Standard Deviation(Unbiased Estimate)=12.72 95 Percent Confidence Interval Around the Mean=3.63-9.43 Valid Cases=74 Missing Cases=69 Response Percent=51.7%The CMO S

128、urvey UK Topline Report March 2023,p.45 Topic 8:Marketing Jobs What percent of your marketing organization is working from home?Mean SD 95%CI Median Minimum Maximum Total All the time 22.56 32.39 15.23-29.89 1 0 100 75 Some the time 78.09 33.62 70.48-85.70 100 0 100 75 The CMO Survey UK Topline Repo

129、rt March 2023,p.46 Topic 9:Marketing Metrics and Performance How consistently do you measure the following components of marketing?Almost never Ad hoc/when needed Annually or semi-annually Quarterly or monthly Always/consistently Total Sales,revenues 3 6 4 16 42 71 4.2%8.5%5.6%22.5%59.2%100.0%Custom

130、er churn,retention rate,loyalty 11 12 14 21 13 71 15.5%16.9%19.7%29.6%18.3%100.0%Customer lifetime value,customer profitability 16 25 11 15 4 71 22.5%35.2%15.5%21.1%5.6%100.0%Brand awareness 12 17 25 13 4 71 16.9%23.9%35.2%18.3%5.6%100.0%Brand differentiation,customer willingness to pay price premiu

131、m 23 14 19 12 2 70 32.9%20.0%27.1%17.1%2.9%100.0%Brand equity value 34 16 10 9 2 71 47.9%22.5%14.1%12.7%2.8%100.0%Customer experience 9 16 13 19 14 71 12.7%22.5%18.3%26.8%19.7%100.0%Net Promoter Score,willingness to recommend 16 10 12 17 14 69 23.2%14.5%17.4%24.6%20.3%100.0%Digital/web/mobile perfor

132、mance 1 5 2 22 41 71 1.4%7.0%2.8%31.0%57.7%100.0%Content engagement 4 7 3 23 33 70 5.7%10.0%4.3%32.9%47.1%100.0%Campaign costs,efficiency,e.g.,production,content re-use 3 12 7 30 18 70 4.3%17.1%10.0%42.9%25.7%100.0%Campaign effectiveness(e.g.,GRPs,reach,frequency)2 10 8 26 23 69 2.9%14.5%11.6%37.7%3

133、3.3%100.0%Lead generation 9 7 7 24 24 71 12.7%9.9%9.9%33.8%33.8%100.0%Lead conversion 9 8 9 23 22 71 12.7%11.3%12.7%32.4%31.0%100.0%Campaign ROI 4 12 14 27 14 71 5.6%16.9%19.7%38.0%19.7%100.0%12 19 20 10 9 70 The CMO Survey UK Topline Report March 2023,p.47 Topic 9:Marketing Metrics and Performance

134、How consistently do you measure the following components of marketing?(continued)Almost never Ad hoc/when needed Annually or semi-annually Quarterly or monthly Always/consistently Total 12 19 20 10 9 70 Customer/market insight quality 17.1%27.1%28.6%14.3%12.9%100.0%Customer/market insight usage 12 1

135、7 23 13 6 71 16.9%23.9%32.4%18.3%8.5%100.0%Marketing infrastructure investments(data,tools technology)7 18 30 7 7 69 10.1%26.1%43.5%10.1%10.1%100.0%Customer satisfaction 3 14 15 22 16 70 4.3%20.0%21.4%31.4%22.9%100.0%The CMO Survey UK Topline Report March 2023,p.48 Topic 9:Marketing Metrics and Perf

136、ormance Compared to 2021,rate your companys performance during the prior 12 months:Sales Revenue Sales revenue Number Percent Cumulative -75%2 3.0%3.0%-50%0 0.0%3.0%-40%1 1.5%4.5%-30%0 0.0%4.5%-20%2 3.0%7.5%-10%2 3.0%10.4%-7%0 0.0%10.4%-5%3 4.5%14.9%-3%0 0.0%14.9%-1%0 0.0%14.9%0 8 11.9%26.9%+1%0 0.0

137、%26.9%+3%0 0.0%26.9%+5%4 6.0%32.8%+7%3 4.5%37.3%+10%21 31.3%68.7%+20%8 11.9%80.6%+30%4 6.0%86.6%+40%2 3.0%89.6%+50%4 6.0%95.5%+75%3 4.5%100.0%Total 67 100.0%100.0%Mean=11.51 SD=25.90 Missing Cases=76 Response Percent=46.9%The CMO Survey UK Topline Report March 2023,p.49 Topic 9:Marketing Metrics and

138、 Performance Compared to 2021,rate your companys performance during the prior 12 months:Profits Profits Number Percent Cumulative -75%1 1.5%1.5%-50%1 1.5%3.0%-40%2 3.0%6.0%-30%1 1.5%7.5%-20%2 3.0%10.4%-10%7 10.4%20.9%-7%0 0.0%20.9%-5%1 1.5%22.4%-3%0 0.0%22.4%-1%1 1.5%23.9%0 4 6.0%29.9%+1%2 3.0%32.8%

139、+3%1 1.5%34.3%+5%4 6.0%40.3%+7%2 3.0%43.3%+10%19 28.4%71.6%+20%9 13.4%85.1%+30%3 4.5%89.6%+40%0 0.0%89.6%+50%0 0.0%89.6%+75%7 10.4%100.0%Total 67 100.0%100.0%Mean=10.04 SD=28.81 Missing Cases=76 Response Percent=46.9%The CMO Survey UK Topline Report March 2023,p.50 Topic 9:Marketing Metrics and Perf

140、ormance Compared to 2021,rate your companys performance during the prior 12 months:Customer acquisition Customer acquisition Number Percent Cumulative -75%1 1.5%1.5%-50%0 0.0%1.5%-40%1 1.5%3.1%-30%1 1.5%4.6%-20%2 3.1%7.7%-10%3 4.6%12.3%-7%0 0.0%12.3%-5%2 3.1%15.4%-3%0 0.0%15.4%-1%0 0.0%15.4%0 9 13.8

141、%29.2%+1%5 7.7%36.9%+3%0 0.0%36.9%+5%8 12.3%49.2%+7%5 7.7%56.9%+10%15 23.1%80.0%+20%7 10.8%90.8%+30%1 1.5%92.3%+40%0 0.0%92.3%+50%2 3.1%95.4%+75%3 4.6%100.0%Total 65 100.0%100.0%Mean=7.69 SD=22.69 Missing Cases=78 Response Percent=45.5%The CMO Survey UK Topline Report March 2023,p.51 Topic 9:Marketi

142、ng Metrics and Performance Compared to 2021,rate your companys performance during the prior 12 months:Customer retention Customer retention Number Percent Cumulative -75%1 1.5%1.5%-50%0 0.0%1.5%-40%0 0.0%1.5%-30%0 0.0%1.5%-20%0 0.0%1.5%-10%0 0.0%1.5%-7%2 3.0%4.5%-5%3 4.5%9.1%-3%4 6.1%15.2%-1%1 1.5%1

143、6.7%0 23 34.8%51.5%+1%3 4.5%56.1%+3%2 3.0%59.1%+5%6 9.1%68.2%+7%2 3.0%71.2%+10%10 15.2%86.4%+20%3 4.5%90.9%+30%1 1.5%92.4%+40%1 1.5%93.9%+50%0 0.0%93.9%+75%4 6.1%100.0%Total 66 100.0%100.0%Mean=7.06 SD=21.49 Missing Cases=77 Response Percent=46.2%The CMO Survey UK Topline Report March 2023,p.52 Topi

144、c 9:Marketing Metrics and Performance Compared to 2021,rate your companys performance during the prior 12 months:Brand value Brand value Number Percent Cumulative -75%1 1.5%1.5%-50%0 0.0%1.5%-40%0 0.0%1.5%-30%0 0.0%1.5%-20%0 0.0%1.5%-10%2 3.0%4.5%-7%0 0.0%4.5%-5%0 0.0%4.5%-3%2 3.0%7.6%-1%0 0.0%7.6%0

145、 26 39.4%47.0%+1%1 1.5%48.5%+3%3 4.5%53.0%+5%9 13.6%66.7%+7%1 1.5%68.2%+10%11 16.7%84.8%+20%6 9.1%93.9%+30%0 0.0%93.9%+40%2 3.0%97.0%+50%1 1.5%98.5%+75%1 1.5%100.0%Total 66 100.0%100.0%Mean=6.00 SD=16.91 Missing Cases=77 Response Percent=46.2%The CMO Survey UK Topline Report March 2023,p.53 Appendix

146、:Company-level Descriptive Information Which economic sector accounts for the majority of your company revenues?Number Percent 95%CI B2B-Product 42 29.4%7.6%B2B-Services 51 35.7%8.0%B2C-Product 32 22.4%6.9%B2C-Services 18 12.6%5.5%Total 143 100.0%Missing Cases=0 Response Percent=100.0%The CMO Survey

147、 UK Topline Report March 2023,p.54 Appendix:Company-level Descriptive Information Which industry sector best describes your company?Number Percent 95%CI Banking/Finance/Insurance 24 16.9%6.2%Technology Software/Platform 20 14.1%5.8%Professional Services/Consulting 16 11.3%5.2%Manufacturing 15 10.6%5

148、.1%Consumer Packaged Goods 15 10.6%5.1%Retail 11 7.7%4.4%Transportation 8 5.6%3.8%Communications/Media 6 4.2%3.3%Energy 6 4.2%3.3%Consumer Services 5 3.5%3.1%Real Estate 4 2.8%2.7%Healthcare 4 2.8%2.7%Mining/Construction 3 2.1%2.4%Wholesale 2 1.4%2.0%Pharmaceuticals/Biotech 2 1.4%2.0%Education 1 0.7

149、%1.4%Total 142 100.0%Missing Cases=1 Response Percent=99.3%The CMO Survey UK Topline Report March 2023,p.55 Appendix:Company-level Descriptive Information What is the number of employees in your company?Number Percent 95%CI 50 7 4.9%3.6%50-99 7 4.9%3.6%100-499 26 18.3%6.4%500-999 18 12.7%5.5%1,000-2

150、,499 28 19.7%6.6%2,500-4,999 16 11.3%5.2%5000-9999 13 9.2%4.8%10,000+27 19.0%6.5%Total 142 100.0%Missing Cases=1 Response Percent=99.3%The CMO Survey UK Topline Report March 2023,p.56 Appendix:Company-level Descriptive Information What was your companys sales revenue in last 12 months?Number Percent

151、 Cumulative Less than 10 million 12 8.6%8.6%10-25 million 4 2.9%11.4%26-99 million 23 16.4%27.9%100-499 million 35 25.0%52.9%500-999 million 18 12.9%65.7%1-2.5 billion 15 10.7%76.4%2.6-5 billion 13 9.3%85.7%5.1-9.9 billion 7 5.0%90.7%10-49 billion 7 5.0%95.7%More than 50 billion 6 4.3%100.0%Total 14

152、0 100.0%100.0%Missing Cases=3 Response Percent=97.9%The CMO Survey UK Topline Report March 2023,p.57 Appendix:Company-level Descriptive Information What%of your companys sales is through the Internet?-Average Scores Minimum=0 Maximum=67.53 Mean=15.31 Median=5 Standard Deviation(Unbiased Estimate)=21

153、.41 95 Percent Confidence Interval Around the Mean=11.76-18.85 Valid Cases=140 Missing Cases=3 Response Percent=97.9%What%of your companys sales is through the Internet?-Buckets Number Percent 95%CI 0%46 32.9%7.8%1-10%48 34.3%7.8%11-49%26 18.6%6.4%50-99%16 11.4%5.2%100%4 2.9%2.7%Total 140 100.0%Missing Cases=3 Response Percent=97.9%