2018 Marketing Leadership Survey

Thank you for participating in the Target Marketing 2018 Marketing Leadership Survey

Between new technology, increasing accountability and more channels than you can count, marketing leadership is a more complicated topic than ever. How do you do it?

Our goal in this survey is to provide you insight into how marketing leaders steer their brands: How they spend their time, their budgets, what their biggest challenges are, and more!

The survey below will ask you a series of questions about how you approach marketing lreadership. The survey is only 2 pages, and should only take about 15 minutes to complete.

You will be asked to tell us a bit about yourself, and at the end of the survey you will have the opportunity to be entered to win a $100 American Express gift card. To ensure confidentiality, the results of this survey will only be reported anonymously and in aggregate.

Question Title

* 1. What aspects of marketing management do you spend your time on? Please estimate the percentage of your working time you spend on each task. (Answers must be numbers, no "%" symbols, that add up to 100.)

Developing Marketing Strategy

Personnel Management

Budgeting and Accounting

Communicating with the C-suite/Boardroom/Upper Leadership

Public Thought leadership (writing, speaking, interviews, etc.)

Technology (Selection/Implementation/Upkeep/Upgrading/Etc.)

Other

Question Title

* 2. What aspects of marketing strategy are you responsible for? (Select all that apply.)

Brand Strategy

Direct Response Strategy

Digital Strategy

The Customer Journey

Events

Public Relations

Customer Service

Product Development

Pricing

Channel Distribution

Other (please specify)

Question Title

* 3. Overall, how satisfied are you with the performance of your marketing?

	Not Satisfied	Somewhat Satisfied	Satisfied	Very Satisfied	Extremely Satisfied
Brand impact	Brand impact Not Satisfied	Brand impact Somewhat Satisfied	Brand impact Satisfied	Brand impact Very Satisfied	Brand impact Extremely Satisfied
Direct sales	Direct sales Not Satisfied	Direct sales Somewhat Satisfied	Direct sales Satisfied	Direct sales Very Satisfied	Direct sales Extremely Satisfied
Customer Acquisiton	Customer Acquisiton Not Satisfied	Customer Acquisiton Somewhat Satisfied	Customer Acquisiton Satisfied	Customer Acquisiton Very Satisfied	Customer Acquisiton Extremely Satisfied
Customer Retention	Customer Retention Not Satisfied	Customer Retention Somewhat Satisfied	Customer Retention Satisfied	Customer Retention Very Satisfied	Customer Retention Extremely Satisfied
Accountability and contribution to the bottom line	Accountability and contribution to the bottom line Not Satisfied	Accountability and contribution to the bottom line Somewhat Satisfied	Accountability and contribution to the bottom line Satisfied	Accountability and contribution to the bottom line Very Satisfied	Accountability and contribution to the bottom line Extremely Satisfied

Question Title

* 4. What are the biggest challenges your marketing team faces?

Question Title

* 5. What is the most important ability of a marketing leader?

Question Title

* 6. Roughly what percentage of your marketing budgets is spent on each of these categories? (Answers must be numbers, no "%" symbols, that add up to 100.)

Media Spend

Digital Marketing

Technology Spend

Personnel

Creative Development

Other

Question Title

* 7. How do your customer acquisition and retention budgets compare? (Move the slider to roughly represent the balance on a 100% scale.)

Acquisition

Retention

Clear

i We adjusted the number you entered based on the slider’s scale.

Question Title

* 8. Have the roles and responsibilities of marketing leaders changed in your organization over the past 5 years?

Yes, they have changed completely (including the elimination of roles or creation of new ones)

Yes, they have changed greatly

Yes, they have changed significantly

Yes, they have changed somewhat

No, they have not changed

Question Title

* 9. How have the roles and responsibilities changed?

	Much more responsibility	More responsibility	No change	Less responsibility	Much less responsibility
Revenue and budget responsibility	Revenue and budget responsibility Much more responsibility	Revenue and budget responsibility More responsibility	Revenue and budget responsibility No change	Revenue and budget responsibility Less responsibility	Revenue and budget responsibility Much less responsibility
Technology need identification, selection, integration, etc.	Technology need identification, selection, integration, etc. Much more responsibility	Technology need identification, selection, integration, etc. More responsibility	Technology need identification, selection, integration, etc. No change	Technology need identification, selection, integration, etc. Less responsibility	Technology need identification, selection, integration, etc. Much less responsibility
Communication with other departments	Communication with other departments Much more responsibility	Communication with other departments More responsibility	Communication with other departments No change	Communication with other departments Less responsibility	Communication with other departments Much less responsibility
Personnel management	Personnel management Much more responsibility	Personnel management More responsibility	Personnel management No change	Personnel management Less responsibility	Personnel management Much less responsibility
Business strategy	Business strategy Much more responsibility	Business strategy More responsibility	Business strategy No change	Business strategy Less responsibility	Business strategy Much less responsibility
Creative	Creative Much more responsibility	Creative More responsibility	Creative No change	Creative Less responsibility	Creative Much less responsibility
Metrics and reporting	Metrics and reporting Much more responsibility	Metrics and reporting More responsibility	Metrics and reporting No change	Metrics and reporting Less responsibility	Metrics and reporting Much less responsibility
Data	Data Much more responsibility	Data More responsibility	Data No change	Data Less responsibility	Data Much less responsibility
Brand strategy	Brand strategy Much more responsibility	Brand strategy More responsibility	Brand strategy No change	Brand strategy Less responsibility	Brand strategy Much less responsibility
Thought leadership	Thought leadership Much more responsibility	Thought leadership More responsibility	Thought leadership No change	Thought leadership Less responsibility	Thought leadership Much less responsibility
Innovation	Innovation Much more responsibility	Innovation More responsibility	Innovation No change	Innovation Less responsibility	Innovation Much less responsibility

Other (please specify)

Question Title

* 10. Why have marketing leadership roles and responsibilities in your company changed in this way?

Question Title

* 11. What are marketing leadership KPIs currently tied to?

Profit

Revenue

Productivity

Meeting Company Goals

Staffing and Personnel performance

Driving and Managing Change

Response Rate/Conversions

Lead Generation and Nurturing

Net Promoter Score

Social Media Performance

Brand Perception

Other (please specify)

Question Title

* 12. Do you feel like your marketing strategy is "ahead" or "behind" of where it needs to be?

Ahead of where it should be

Where it should be

Behind where it should be

Question Title

* 13. Why is your marketing ahead or behind?

Question Title

* 14. What departments do you interact with the most? (Select all that apply.)

Leadership Team

Accounting/Financials

Sales

Technology

Product Development

Administrative

Other (please specify)

Question Title

* 15. How challenging are your relationships with these departments?

	Not at all challenging	Somewhat challenging	Challenging	Very challenging	Extremely challenging (and perhaps problematic)
Leadership Team	Leadership Team Not at all challenging	Leadership Team Somewhat challenging	Leadership Team Challenging	Leadership Team Very challenging	Leadership Team Extremely challenging (and perhaps problematic)
Accounting/Financials	Accounting/Financials Not at all challenging	Accounting/Financials Somewhat challenging	Accounting/Financials Challenging	Accounting/Financials Very challenging	Accounting/Financials Extremely challenging (and perhaps problematic)
Sales	Sales Not at all challenging	Sales Somewhat challenging	Sales Challenging	Sales Very challenging	Sales Extremely challenging (and perhaps problematic)
HR	HR Not at all challenging	HR Somewhat challenging	HR Challenging	HR Very challenging	HR Extremely challenging (and perhaps problematic)
Technology	Technology Not at all challenging	Technology Somewhat challenging	Technology Challenging	Technology Very challenging	Technology Extremely challenging (and perhaps problematic)
Product Development	Product Development Not at all challenging	Product Development Somewhat challenging	Product Development Challenging	Product Development Very challenging	Product Development Extremely challenging (and perhaps problematic)
Administrative	Administrative Not at all challenging	Administrative Somewhat challenging	Administrative Challenging	Administrative Very challenging	Administrative Extremely challenging (and perhaps problematic)
Other	Other Not at all challenging	Other Somewhat challenging	Other Challenging	Other Very challenging	Other Extremely challenging (and perhaps problematic)

Question Title

* 16. Is the marketing team respected and funded adequately in your company?

Not a all respected and poorly funded

Somewhat respected and undefunded

Respected and funded adequately

Very respected and well funded

Overrated and over funded.

Question Title

* 17. Please expand on your answer to questions 16 and 17.

Question Title

* 18. Do you feel like your marketing team is adequate size to do what it needs to do?

Too small

Smaller than ideal

Adequate Size

Bigger than it needs to be

Too Big

Question Title

* 19. About how much staff turnover have you had in the past year?

50%

100%

Clear

i We adjusted the number you entered based on the slider’s scale.

Question Title

* 20. How satisfied are you with each of these aspects of your marketing department?

	Not Satisfied	Somewhat Satisfied	Satisfied	Very Satisfied	Extremely Satisfied
Team makeup and skill balance	Team makeup and skill balance Not Satisfied	Team makeup and skill balance Somewhat Satisfied	Team makeup and skill balance Satisfied	Team makeup and skill balance Very Satisfied	Team makeup and skill balance Extremely Satisfied
Strategy	Strategy Not Satisfied	Strategy Somewhat Satisfied	Strategy Satisfied	Strategy Very Satisfied	Strategy Extremely Satisfied
Project Management	Project Management Not Satisfied	Project Management Somewhat Satisfied	Project Management Satisfied	Project Management Very Satisfied	Project Management Extremely Satisfied
Data	Data Not Satisfied	Data Somewhat Satisfied	Data Satisfied	Data Very Satisfied	Data Extremely Satisfied
Metrics and Measurement	Metrics and Measurement Not Satisfied	Metrics and Measurement Somewhat Satisfied	Metrics and Measurement Satisfied	Metrics and Measurement Very Satisfied	Metrics and Measurement Extremely Satisfied
Creativity	Creativity Not Satisfied	Creativity Somewhat Satisfied	Creativity Satisfied	Creativity Very Satisfied	Creativity Extremely Satisfied
Resourcefulness	Resourcefulness Not Satisfied	Resourcefulness Somewhat Satisfied	Resourcefulness Satisfied	Resourcefulness Very Satisfied	Resourcefulness Extremely Satisfied
Flexibility	Flexibility Not Satisfied	Flexibility Somewhat Satisfied	Flexibility Satisfied	Flexibility Very Satisfied	Flexibility Extremely Satisfied
Experience	Experience Not Satisfied	Experience Somewhat Satisfied	Experience Satisfied	Experience Very Satisfied	Experience Extremely Satisfied
Overall Expense	Overall Expense Not Satisfied	Overall Expense Somewhat Satisfied	Overall Expense Satisfied	Overall Expense Very Satisfied	Overall Expense Extremely Satisfied

Question Title

* 21. We want to understand how flat or stratified marketing departments are. How many organizational levels are between your top marketer (CMO or equivalent) and your lowest level marketer?

More than 10

Question Title

* 22. Are these activities handled within the marketing team, by another internal team (for example, IT or Data Management) or by external vendors?

	Marketing Team	Other Internal Team	External Team	N/A
Brand Strategy	Brand Strategy Marketing Team	Brand Strategy Other Internal Team	Brand Strategy External Team	Brand Strategy N/A
Brand Creative	Brand Creative Marketing Team	Brand Creative Other Internal Team	Brand Creative External Team	Brand Creative N/A
Campaign Creative Development	Campaign Creative Development Marketing Team	Campaign Creative Development Other Internal Team	Campaign Creative Development External Team	Campaign Creative Development N/A
Campaign Management	Campaign Management Marketing Team	Campaign Management Other Internal Team	Campaign Management External Team	Campaign Management N/A
Campaign Deployment	Campaign Deployment Marketing Team	Campaign Deployment Other Internal Team	Campaign Deployment External Team	Campaign Deployment N/A
Email Marketing	Email Marketing Marketing Team	Email Marketing Other Internal Team	Email Marketing External Team	Email Marketing N/A
Direct Mail Marketing	Direct Mail Marketing Marketing Team	Direct Mail Marketing Other Internal Team	Direct Mail Marketing External Team	Direct Mail Marketing N/A
TV Advertising	TV Advertising Marketing Team	TV Advertising Other Internal Team	TV Advertising External Team	TV Advertising N/A
Radio Advertising	Radio Advertising Marketing Team	Radio Advertising Other Internal Team	Radio Advertising External Team	Radio Advertising N/A
Social Media	Social Media Marketing Team	Social Media Other Internal Team	Social Media External Team	Social Media N/A
Digital Advertising	Digital Advertising Marketing Team	Digital Advertising Other Internal Team	Digital Advertising External Team	Digital Advertising N/A
Website Development	Website Development Marketing Team	Website Development Other Internal Team	Website Development External Team	Website Development N/A
Customer Data	Customer Data Marketing Team	Customer Data Other Internal Team	Customer Data External Team	Customer Data N/A
Channel Integration	Channel Integration Marketing Team	Channel Integration Other Internal Team	Channel Integration External Team	Channel Integration N/A
Campaign Analytics	Campaign Analytics Marketing Team	Campaign Analytics Other Internal Team	Campaign Analytics External Team	Campaign Analytics N/A
Website Analytics	Website Analytics Marketing Team	Website Analytics Other Internal Team	Website Analytics External Team	Website Analytics N/A
Lead Generation	Lead Generation Marketing Team	Lead Generation Other Internal Team	Lead Generation External Team	Lead Generation N/A
Lead Nurturing	Lead Nurturing Marketing Team	Lead Nurturing Other Internal Team	Lead Nurturing External Team	Lead Nurturing N/A

Question Title

* 23. Roughly where are you in the organization?

Executive

Upper Manager

Middle Manager

Supervisor

Practitioner/Deployment/Execution