Why Companies Adopt Growth Strategies: The Good, the Bad, and the Ugly
After asking top marketers to describe the nature of their growth strategies (see 8/6 post), The CMO Survey asked them to “Rate the top three reasons why your firm is pursuing this growth strategy.” I...
View ArticleMarketers to Spend Despite Tumultuous August: Smart, Crazy, Saviors?
While the general public can be accused of having short memories, it doesn’t take much for us to remember the volatility the financial markets experienced in the month of August. Standard & Poors’...
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How and Where Do Your International Markets Grow?
The CMO Survey asks top marketers what percentage of their company sales comes from international markets. Analysis of this question over time indicates that this percentage increased from 19.3% in...
View ArticleA Passage to India: Notes on Marketing
The CMO Survey reported that India will be the focus of the most dramatic increases in U.S. company sales revenues in international markets during the next 12 months. India’s economic boom, growing...
View ArticleA Fast Boat to China: Notes on Marketing
The CMO Survey reported that China will be the focus of the most dramatic increases in U.S. company sales revenues in international markets during the next 12 months. When asked to list the top three...
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How Does Your Company Grow?
The CMO Survey has been tracking company growth strategies for four years. Respondents allocate 100 points among four well-known growth strategies to reflect what their companies have done over the...
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Economic Pessimism and Strong Company Performance Promote Risk in Growth...
The August 2012 CMO Survey finds that company growth strategies will take on more risk in the coming year. Looking at Table 1, we can see that there two types of risk familiar to marketers—targeting...
View ArticleA Fast Boat to China: How U.S. Companies Are Navigating the Marketing Waters
The saying “a slow boat to China” means something that takes way too long to accomplish. More and more, however, that expression doesn’t match reality. The Chinese market is an increasingly attractive...
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Innovation, Cash, and Courts: The New Reality of Tech Growth
This post was co-authored with Matthew P. Manary, Ph.D. Candidate, Fuqua School of Business, Duke University. In addition to studying product-market strategies for company growth, I have also been...
View ArticleMarketing in a Technology Company: GE’s Organizational Platform for Innovation
This post was co-authored with Anna Chavis and Jace Moreno, MBA students, Fuqua School of Business, Duke University. At a recent roundtable discussion at Fortune’s Most Powerful Women Summit, Beth...
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CMO Optimism, Confidence, and Company Growth Strategies
Results from the February 2014 edition of The CMO Survey, a biannual survey of marketing leaders, offer strong evidence that markets are on solid footing. CMO optimism for the U.S. economy reached its...
View ArticleThe Riddle of Marketing in Russia
This post was co-authored with Evgenia Barkanova, Irina Kudryashova, and Irina Melnik, all MBA students at the Fuqua School of Business, Duke University. Winston Churchill said, “Russia is a riddle...
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Tweet this: Social media important to company performance but difficult to prove
New results from The CMO Survey point to this disconnect. Social media spending is currently 9.4% of marketing budgets and is expected to increase 128% to 21.4% in the next five years (see Figure 1)....
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From Transaction to Value: Using Channel Strategy for Competitive Advantage
This post was co-authored with Anne T. Coughlan, Polk Bros. Chair in Retailing and Professor of Marketing, Kellogg School of Management, Northwestern University and Sylvia Yang, Senior Consultant,...
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The Link Between Organic Growth and Talent
Companies report that approximately 73% of their growth will come organically—that is taking actions on their own to grow their business rather than partnering, engaging in acquisitions, or licensing...
View ArticleWhy Apple is Still a Great Marketer and What You Can Learn
This post was co-authored with Nikita Avdiushko, a first year MBA student at the Fuqua School of Business, Duke University, Shiwani Kumar, a former MBA student from the Fuqua School of Business, and...
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Adobe: How To Dominate The Subscription Economy
This post was co-authored with Nikita Avdiushko, a second year MBA student, and Caroline Vincent, a former MBA student, both from the Fuqua School of Business, Duke University. The Subscription...
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How To Overcome ECommerce Growing Pains
Holly Larson, Lauren Kirby, and Torren McCarthy contributed to this post. Attention online shoppers: It’s harder to connect with you than expected. The CMO Survey from Duke University, sponsored by...
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Marketers Join CFOs in Predicting an Economic Downturn
*Lauren Kirby and Holly Larson contributed to this post. The economy is now it is 10th year of recovery with years of eye-popping gains across startup valuations, corporate growth, consumer spending,...
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9 Ways Marketers Are Driving Growth In 2019
The February 2019 CMO Survey finds CMOs preoccupied with the same imperative: growth. When asked for their top challenge in 2019, 37.9% of marketing leaders ranked growth as their #1 challenge and...
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