June 18, 2020

What Types of Customer Behaviors Have US CMOs Observed During the Coronavirus Pandemic? (% of respondents, May 2020)


Data is from the June 2020 Duke University's Fuqua School of Business "The CMO Survey: Special Edition June 2020 - Covid-19 and the State of Marketing" commissioned by American Marketing Association (AMA) and Deloitte. 274 US marketing leaders were surveyed online during May 5-27, 2020. 97% of respondents were VP-level or above. Respondents identified their company's business focus as B2B product (33.3%), B2B services (31.5%), B2C product (18.7%) or B2C services (16.5%) with sales revenues of less than $25 million (28.0%) or more than $26 million (72.0%) with number of employees of fewer than 100 (26.7%) or more than 100 (72.3%) and a company industry designation of banking (11.3%), healthcare/pharma (10.9%), professional services/consulting (10.6%), retail (10.9%) and technology (14.2%).