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Cowen and Company
Data is from the December 2017 Cowen and Company "Shifting Sands: CMO Tech Survey on Key Trends & Ascension of the Consultancies" conducted by Qualtrics. 101 US CMOs and senior marketers from a variety of industries were surveyed during September-October 2017. Respondents identified their roles as chief marketing officer (CMO)/chief marketing technologist (CMT) (32%) and marketing senior management (68%). Respondents identified the number of employees at their company as 1-100 (5%), 101-500 (14%), 501-1,000 (16%), 1,001-5,000 (25%), 5,001-10,000 (19%) and 10,000+ (22%). Respondents identified their projected 2017 revenues as $500 million-$1 billion (21%), $1-$2 billion (20%), $2-$5 billion (17%), $5-$10 billion (15%), $10-$49 billion (13%) and $50+ billion (15%). Respondents identified their projected 2017 marketing and advertising budget as under $50 million (25%), $50-$99 million (22%), $100-$199 million (21%), $200-$499 million (11%), $500 million-$1 billion (8%), $1-$2 billion (5%), $2-$5 billion (5%) and $5+ billion (4%).
Percent of Ad/Marketing Budget Allocated to Traditional* vs. Nontraditional** Agencies According to US Senior Marketers, Oct 2017 (% of respondents)
Current vs. Planned* Allocation of Digital Ad/Marketing Budget to Software/In-House Automation According to US Senior Marketers, Oct 2017 (% of respondents)
Expected Change in 2018 Digital vs. Total Ad/Marketing Budget According to US Senior Marketers (% of respondents)
Factors that US Senior Marketers Consider When Selecting an Ad/Marketing Software Vendor, Oct 2017 (% of respondents)
Leading Areas of Marketing Spending According to US* B2B Marketing Professionals, Oct 2017 (% of respondents)
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