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# Managing Marketing Technology,    
 Growth, and Sustainability

### The 32[nd] Edition of The CMO Survey, Spring 2024

**Survey Sample**

2085 marketing leaders at U.S. for-profit companies; 292 responded for a 14% response rate—94% of
respondents are VP-level or above.

**Survey Administration**

The survey was in the field from February 6-March 5.

**Survey Reports**

-  [The Topline Report offers an aggregate view of survey results.](https://faculty.fuqua.duke.edu/cmosurveyresults/The_CMO_Survey-Topline_Report-Spring_2024.pdf)

-  [The Highlights and Insights Report shares key survey metrics, trends, and insights over time.](https://faculty.fuqua.duke.edu/cmosurveyresults/The_CMO_Survey-Highlights%20and%20Insights%20Report-Spring_2024.pdf)

-  [The Firm and Industry Breakout Report displays survey results by sectors, headcount, and sales.](https://faculty.fuqua.duke.edu/cmosurveyresults/The_CMO_Survey-Firm_and_Industry_Breakout_Report-Spring_2024.pdf)

**Overview of The CMO Survey[®]**

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: Founded in 2008, The CMO Survey is administered twice a year. Questions repeat to
observe trends 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.

Sponsors: Deloitte LLP, Duke University’s Fuqua School of Business and the American Marketing
Association. Sponsors support The CMO Survey with intellectual and financial resources. Survey data and
participant lists are held in confidence and not shared with survey sponsors or any other parties.


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## Table of Contents

**Topic 1: Macroeconomic Forecasts**
1 Are you more or less optimistic about the U.S. 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: Monitoring Customers and Partners**
4 For this market, rank your customers' top three priorities (1, 2, 3) over the next 12 months

5 Will you use a channel or go directly to market?

**Topic 3: Marketing Budgets**
6 Marketing expenses account for what percent of your company's overall budget?

7 Marketing expenses account for what percent of your company's revenues?

8 By what percent has your marketing spending changed in the prior 12 months?

9 Relative to the prior 12 months, note your company’s percentage change in spending during the next 12 months.

10 What percent of your marketing budget do you spend on social media? Now, 12 months, 5 years

11 If you had an extra $1M of budget given to the marketing organization to use any way you wanted, where/how

would you invest it?


**Topic 4: Growth**
12 By what percent are revenues in your largest market growing or decreasing in size?

13 By what percent are your company's revenues in this market growing or decreasing?

14 Why is your company's growth performing better than the market?

15 Why is your company's growth performing worse than the market?

**Topic 5: Managing Marketing Technology**
16 Is your company using marketing technology systems?

17 What percent of your marketing budget do you spend on marketing technology?

18 Rate how well your company is performing each of the following marketing technology activities:

19 Which of the following metrics does your company use to evaluate the effectiveness of your Martech systems?
20 Is there is a gap between the actual payoffs of Martech and your hopes for these payoffs?

21 Rate the extent of this gap: 1% underperform relative to expectations – 100% underperform
22 Do you worry about making investments in Martech solutions that may not end up surviving in the marketplace

over the long run?

23 Rate the extent to which you focus on the following activities when managing your Martech strategy:

24 What percent of your marketing activities use Martech tools?

25 Considering all the Martech tools purchased by your company, what percent is your company currently utilizing

in its operations?

26 How much impact are your current Martech tools having on your company's performance?

27 Rank order how important each of the following have been in your company’s adoption of new marketing
technologies?

28 How well do your company’s Martech tools enhance the performance of each part of your company’s strategy?
29 How regularly are your company's Martech tools audited and evaluated?


**Topic 6: Use of AI in Marketing**
30 What percent of the time is your company using generative AI in its marketing activities?

31 Rate the degree to which your company is managing the following challenges associated with using
generative AI in marketing.

32 Which statement best describes the use of Large Language Models (LLM) in your company?

33 Select the response that best captures what you believe about how transformative LLM is or will be for your

marketing organization?

34 To what extent are blockchain technologies affecting your company’s marketing strategies?


-----

35 Rate how the use of AI in marketing has affected the following outcomes. In each case, note the percentage

improvement experienced in your company.

**Topic 7: Marketing Leadership**
36 What is marketing primarily responsible for in your company?

37 Is marketing valued in your company?
38 Was marketing valued in your company before Covid?
39 Is your company’s marketing valued by your external partners?
40 Do your company’s marketing activities impact its stock price?

**Topic 8: Marketing Organization and Jobs**
41 By what percent has the size of your marketing organization grown or shrunk over the last year?

42 Compared to the number of marketing hires last year, by what percentage will your company’s marketing
hires change in the next year?

43 Rate your level of agreement with these questions focused on the role of creativity in your organization.
44 How well your marketing organization performs the following tasks around your model engaged customers?
45 Rate your agreement with these questions about your company’s marketing knowledge (i.e., marketing practices,

customer insights, and marketing plans).


**Topic 9: Marketing and Sustainability**
46 What percent of your marketing budget is spent on sustainability- or climate-related issues?

47 Check all of the actions your company is likely to make in order to reduce the negative impact of its marketing
related activities on the ecological environment.

48 What specific actions is your company taking to reduce the risk of climate change?

49 Are the policies emerging around extended producer responsibility for the end-of-life of products relevant to

your business?

50 To what degree are extended producer responsibility policies changing any aspect of your product strategy?

**Topic 10: Marketing Performance**

51 Compared to 2023, rate your company’s performance during the prior 12 months: Sales revenue

52 Compared to 2023, rate your company’s performance during the prior 12 months: Profits

53 Compared to 2023, rate your company’s performance during the prior 12 months: Customer acquisition

54 Compared to 2023, rate your company’s performance during the prior 12 months: Customer retention

55 Compared to 2023, rate your company’s performance during the prior 12 months: Brand value


**Topic 11: The CMO Survey Award for Marketing Excellence**
56 Which company in your industry sets the standard for excellence in marketing? Overall Winner

57 Which company across all industries sets the standard for excellence in marketing? Industry-Specific Winners

**Appendix: Firm-level Descriptive Information**

58 Which economic sector best describes your company?
59 Which industry sector best describes your company?
60 How many employees are in your company?
61 What was your company’s sales revenue in last 12 months?

62 What percent of your company’s sales are online?
63 Does your company sell its products and/or services to the government?


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**Topic 1: Macroeconomic Forecasts**


**Are you more or less optimistic about the U.S. economy compared to last quarter?**

Number Percent 95% CI

3=More 121 43.7 % ± 5.7 %

2=No Change 86 31.0 % ± 5.3 %

1=Less 70 25.3 % ± 4.9 %

Total 277 100.0 %

Mean = 2.18

SD = 0.81


Missing Cases = 15

Response Percent = 94.9 %


-----

**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 = 33.03

Maximum = 99.59

Mean = 66.97

Median = 70

Standard Deviation (Unbiased Estimate) = 15.14

95 Percent Confidence Interval Around the Mean = 65.19 - 68.75

Valid Cases = 278
Missing Cases = 14
Response Percent = 95.2%


-----

**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 49 17.6 % ± 4.3 %

Yes, inflationary pressures are decreasing marketing spending levels 125 45.0 % ± 5.7 %

No 104 37.4 % ± 5.5 %

Total 278 100.0 %

Missing Cases = 14

Response Percent = 95.2 %


-----

**Topic 2: Monitoring Customers and Partners**

**For this market, rank your customers' top three priorities (1, 2, 3) over the next 12 months.**

Mean & SD 1st Priority 2nd Priority 3rd Priority Total

1.93 50 26 42 118

Low price 0.88 18.5% 9.6% 15.5% 43.5%


1.69 93 49 38 180

Superior product quality 0.80 34.3% 18.1% 14.0% 66.4%

2.02 26 32 28 86

Superior innovation 0.80 9.6% 11.8% 10.3% 31.7%

2.14 31 70 52 153

Excellent service 0.73 11.4% 25.8% 19.2% 56.5%

2.01 44 38 45 127

Trusting relationship 0.84 16.2% 14.0% 16.6% 46.9%

2.23 23 53 53 129

Customer experience 0.73 8.5% 19.6% 19.6% 47.6%

Creating a positive impact on 2.45 4 3 13 20

the world 0.83 1.5% 1.1% 4.8% 7.4%


-----

**Topic 2: Monitoring Customers and Partners**


**Will you use a channel or go directly to market?**

Number Percent 95% CI

Uses channel partners 171 58.6 % ± 5.7 %

Does not use channel partners 121 41.4 % ± 5.7 %

Total 292 100.0 %

Missing Cases = 0

Response Percent = 100.0 %


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**Topic 3: Marketing Budgets**

**Marketing expenses account for what percent of your company's overall budget?**

Minimum = 0.00

Maximum = 34.34

Mean = 10.22

Median = 8

Standard Deviation (Unbiased Estimate) = 9.41

95 Percent Confidence Interval Around the Mean = 8.79 - 11.65

Valid Cases = 166
Missing Cases = 126
Response Percent = 56.8%


-----

**Topic 3: Marketing Budgets**

**Marketing expenses account for what percent of your company's revenues?**

Minimum = 0

Maximum = 49.49

Mean = 10.07

Median = 4.14

Standard Deviation (Unbiased Estimate) = 14.52

95 Percent Confidence Interval Around the Mean = 7.88 - 12.26

Valid Cases = 169
Missing Cases = 123
Response Percent = 57.9%


-----

**Topic 3: Marketing Budgets**

**By what percent has your marketing spending changed in the prior 12 months?**

Mean SD 95% CI Median Minimum Maximum Total

Overall marketing spending 2.51 15.90 0.20 - 4.81 0 -36.66 42.57 182

Digital marketing spending 8.92 21.82 5.71 - 12.12 5 -70 100 178


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**Topic 3: Marketing Budgets**

**Relative to the prior 12 months, by what percent do you expect your marketing budget to change in**
**the next 12 months in each area. Be sure to report the level and direction of the change (e.g., -5%, 0%,**
**10%).**

Mean SD 95% CI Median Minimum Maximum Total

Digital marketing spending 8.03 13.97 5.91 - 10.15 8 -28.03 44.42 167

New product introductions 5.90 10.82 4.23 - 7.57 2 -25 41.97 162

Overall marketing spending 4.69 11.60 2.96 - 6.42 5 -25.27 34.90 173

Customer experience spending 4.69 7.66 3.51 - 5.87 0 -17.91 28.05 162

Brand building 3.91 10.24 2.36 - 5.46 2 -26.76 34.45 167

Customer relationship management 3.87 7.29 2.74 - 4.99 0 -19.37 26.72 161

New service introductions 2.87 6.08 1.94 - 3.81 0 -12.48 18.73 161

Traditional advertising spending -2.11 8.96 -3.48 - -0.75 0 -31.11 20 166


-----

**Topic 3: Marketing Budgets**

**What percent of your marketing budget do you spend on social media? Now, 12 months, 5 years**

Mean SD 95% CI Median Total

What percent of your marketing budget do you currently spend on
social media? 11.02 12.11 9.20 - 12.83 5 171

What percent will you spend on social media in the next 12 months? 12.24 12.51 10.36 - 14.11 8 171

What percent will you spend on social media in the next five years? 16.29 14.73 14.07 - 18.50 10 170


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**Topic 3: Marketing Budgets**

**If you had an extra $1M of budget given to the marketing organization to use any way you wanted,**
**where/how would you invest it?***

Hiring and Talent Development ---------------- 16.5%
Digital Advertising and Marketing ------------- 10.3%
Brand Building and Awareness ----------------- 7.9%
AI and Automation ------------------------------- 7.0%
Paid Media ----------------------------------------- 5.4%
Analytics ------------------------------------------- 4.1%
Content --------------------------------------------- 4.1%
Insights --------------------------------------------- 4.1%
Customer Experience ----------------------------- 3.3%
Account-based Marketing ------------------------ 3.3%
Lead Generation ----------------------------------- 2.9%
Marketing Technology --------------------------- 2.9%

*The remainder of investments were 2% or less of the sample.


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**Topic 4: Growth**

**By what percent are revenues in your largest market growing or decreasing in size?**

Minimum = -35

Maximum = 250

Mean = 12.05

Median = 8

Standard Deviation (Unbiased Estimate) = 25.94

95 Percent Confidence Interval Around the Mean = 8.78 - 15.31

Valid Cases = 242
Missing Cases = 50
Response Percent = 82.9%


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**Topic 4: Growth**

**By what percent are your company's revenues in this market growing or decreasing?**

Minimum = -42

Maximum = 250

Mean = 16.37

Median = 10

Standard Deviation (Unbiased Estimate) = 30.90

95 Percent Confidence Interval Around the Mean = 12.40 - 20.34

Valid Cases = 233
Missing Cases = 59
Response Percent = 79.8%


-----

**Topic 4: Growth**


**Why is your company's growth performing better than the market?**

Number Percent 95% CI

Our strategy was effectively differentiated. 76 60.3 % ± 8.7 %

We have the right go-to-market capabilities. 69 54.8 % ± 8.8 %

Our strategy was well-executed. 62 49.2 % ± 8.9 %

We have the right talent for our strategy. 56 44.4 % ± 8.8 %

Our strategy was well-designed. 43 34.1 % ± 8.4 %

The market and competitive intelligence for our strategy were strong. 40 31.7 % ± 8.2 %

Our strategy was adequately funded. 31 24.6 % ± 7.6 %

We have the right Martech systems. 17 13.5 % ± 6.1 %

Total 394

Number of Cases = 126

Number of Responses = 394

Average Number of Responses per Case = 3.1

Number of Cases with at least one Response = 126

Response Percent = 100.0 %


-----

**Topic 4: Growth**


**Why is your company's growth performing worse than the market?**

Number Percent 95% CI

Our strategy was underfunded 19 42.2 % ± 15.0 %

We do not have the right go-to-market capabilities 17 37.8 % ± 14.7 %

Our strategy was not effectively differentiated 15 33.3 % ± 14.3 %

We do not have the right talent for our strategy 14 31.1 % ± 14.1 %

The market and competitive intelligence for our strategy were weak 13 28.9 % ± 13.8 %

Our strategy was not well-executed 8 17.8 % ± 11.6 %

We do not have the right Martech systems 7 15.6 % ± 11.0 %

Our strategy was not well-designed 4 8.9 % ± 8.7 %

Total 97

Number of Cases = 45

Number of Responses = 97

Average Number of Responses per Case = 2.2

Number of Cases with at least one Response = 45

Response Percent = 100.0 %


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**Topic 5: Managing Marketing Technology**


**Is your company using marketing technology systems?**

Number Percent 95% CI

Yes 171 75.3 % ± 5.7 %

No 56 24.7 % ± 4.6 %

Total 227 100.0 %

Missing Cases = 65

Response Percent = 77.7 %


-----

**Topic 5: Managing Marketing Technology**

**What percent of your marketing budget do you spend on marketing technology?**

Mean SD 95% CI Median Minimum Maximum Total

Current 19.85 17.29 17.07 - 22.63 15 0 100 149

1 year ago 17.33 15.85 14.78 - 19.89 12 0 100 148

1 year in future 23.50 18.99 20.43 - 26.57 20 0 100 147

5 years in future 30.94 23.29 27.17 - 34.70 25 0 100 147


-----

**Topic 5: Managing Marketing Technology**

**Rate how well your company is performing each of the following marketing technology activities:**

7=Very

Mean 1=Poorly 2 3 4 5 6 Well Total

Selecting the right
company to provide
marketing 4.92 0 9 17 31 51 40 19 167

technologies 0.0% 5.4% 10.2% 18.6% 30.5% 24.0% 11.4% 100.0%

Selecting the right mix
of marketing
technologies for our 4.86 0 7 17 35 55 41 13 168

needs 0.0% 4.2% 10.1% 20.8% 32.7% 24.4% 7.7% 100.0%

Leveraging data from
marketing
technologies for
tactical decision 4.63 2 16 24 29 44 32 20 167

making 1.2% 9.6% 14.4% 17.4% 26.3% 19.2% 12.0% 100.0%

Integrating marketing
technologies into our 4.61 1 14 22 33 51 34 12 167

customer funnel 0.6% 8.4% 13.2% 19.8% 30.5% 20.4% 7.2% 100.0%

Leveraging data from
marketing
technologies for
strategic decision 4.60 2 16 27 30 37 35 19 166

making 1.2% 9.6% 16.3% 18.1% 22.3% 21.1% 11.4% 100.0%

Generating ROI from
marketing 4.46 5 16 26 29 42 39 10 167

technologies 3.0% 9.6% 15.6% 17.4% 25.1% 23.4% 6.0% 100.0%

Developing
capabilities for using
marketing 4.45 5 13 25 35 44 38 7 167

technologies 3.0% 7.8% 15.0% 21.0% 26.3% 22.8% 4.2% 100.0%

Designing the broad
architecture of our
marketing technology 4.44 5 11 20 49 46 23 13 167

systems 3.0% 6.6% 12.0% 29.3% 27.5% 13.8% 7.8% 100.0%

Demonstrating ROI
from marketing 4.19 7 23 29 30 38 30 10 167

technologies 4.2% 13.8% 17.4% 18.0% 22.8% 18.0% 6.0% 100.0%

Integrating marketing
technologies across
other data systems in 3.99 8 23 37 32 37 19 10 166

our company 4.8% 13.9% 22.3% 19.3% 22.3% 11.4% 6.0% 100.0%

Hiring to manage
marketing 3.89 19 19 34 36 19 29 11 167

technologies 11.4% 11.4% 20.4% 21.6% 11.4% 17.4% 6.6% 100.0%


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**Topic 5: Managing Marketing Technology**


**Which of the following metrics does your company use to evaluate the effectiveness of your Martech**
**systems?**

Number Percent 95% CI

Lead generation 128 76.2 % ± 6.5 %

Sales 114 67.9 % ± 7.1 %

Lead conversion 109 64.9 % ± 7.3 %

Content engagement 100 59.5 % ± 7.5 %

Return on marketing investments 83 49.4 % ± 7.6 %

Customer acquisition rate 69 41.1 % ± 7.5 %

Customer satisfaction 64 38.1 % ± 7.4 %

Customer lifetime value 47 28.0 % ± 6.9 %

Customer loyalty 46 27.4 % ± 6.8 %

Faster time to revenue (pipeline acceleration) 38 22.6 % ± 6.4 %

Other please specify 7 4.2 % ± 3.1 %

Total 805

“Other” includes: Employee engagement and experience, net revenue retention, appointment setting, marketing
contribution to pipeline and revenue, product management, and incremental revenue


Number of Cases = 168

Number of Responses = 805

Average Number of Responses per Case = 4.8

Number of Cases with at least one Response = 168

Response Percent = 100.0 %


-----

**Topic 5: Managing Marketing Technology**


**Is there is a gap between the actual payoffs of Martech and your hopes for these payoffs?**

Number Percent 95% CI

Yes 81 48.8 % ± 7.6 %

No 85 51.2 % ± 7.6 %

Total 166 100.0 %

Missing Cases = 5

Response Percent = 97.1 %


-----

**Topic 5: Managing Marketing Technology**

**Rate the extent of this gap: 1% underperform relative to expectations – 100% underperform**

Minimum = 1

Maximum = 90

Mean = 33.68

Median = 31.50

Standard Deviation (Unbiased Estimate) = 19.59

95 Percent Confidence Interval Around the Mean = 29.36 - 38.00

Valid Cases = 79
Missing Cases = 92
Response Percent = 46.2%


-----

**Topic 5: Managing Marketing Technology**


**Do you worry about making investments in Martech solutions that may not end up surviving in the**
**marketplace over the long run?**

Number Percent 95% CI

1=Not at all 12 7.2 % ± 3.9 %

2 35 21.1 % ± 6.1 %

3 25 15.1 % ± 5.4 %

4 32 19.3 % ± 5.9 %

5 33 19.9 % ± 6.0 %

6 18 10.8 % ± 4.7 %

7=A Great Deal 11 6.6 % ± 3.7 %

Total 166 100.0 %

Mean = 3.83

SD = 1.69


Missing Cases = 5

Response Percent = 97.1 %


-----

**Topic 5: Managing Marketing Technology**

**Rate the extent to which you focus on the following activities when managing your Martech strategy:**

1=Not at 7=A Great

Mean all 2 3 4 5 6 Deal Total

Optimizing or
streamlining existing 5.34 1 4 9 27 37 55 31 164

Martech tools 0.6% 2.4% 5.5% 16.5% 22.6% 33.5% 18.9% 100.0%


Identifying Martech
tools that can deliver
stronger customer 5.11 0 11 11 19 54 48 22 165

experiences 0.0% 6.7% 6.7% 11.5% 32.7% 29.1% 13.3% 100.0%

Identifying Martech
tools that can be
linked together to
form powerful 5.01 0 9 14 26 52 46 18 165

capabilities 0.0% 5.5% 8.5% 15.8% 31.5% 27.9% 10.9% 100.0%

Experimenting with
new Martech to
develop new sources 4.22 5 17 33 41 32 25 12 165

of value 3.0% 10.3% 20.0% 24.8% 19.4% 15.2% 7.3% 100.0%

Creating a shared
cross-enterprise 4.12 11 22 24 34 32 35 6 164

technology strategy 6.7% 13.4% 14.6% 20.7% 19.5% 21.3% 3.7% 100.0%

Hiring or retaining
talent for managing/
implementing Martech 4.10 15 16 22 46 27 28 11 165

strategy 9.1% 9.7% 13.3% 27.9% 16.4% 17.0% 6.7% 100.0%


-----

**Topic 5: Managing Marketing Technology**

**What percent of your marketing activities use Martech tools?**

Mean SD 95% CI Median Minimum Maximum Total

What percent of your marketing activities are
currently use Martech tools? 62.11 25.38 58.16 - 66.07 70 3 100 158

What percent of your marketing activities
used Martech tools1 year ago? 53.44 27.77 49.11 - 57.77 50 0 100 158


-----

**Topic 5: Managing Marketing Technology**

**Considering all the Martech tools purchased by your company, what percent is your company**
**currently utilizing in its operations?**

Minimum = 0

Maximum = 100

Mean = 56.38

Median = 60

Standard Deviation (Unbiased Estimate) = 32.33

95 Percent Confidence Interval Around the Mean = 51.29 - 61.47

Valid Cases = 155
Missing Cases = 16
Response Percent = 90.6%


-----

**Topic 5: Managing Marketing Technology**


**How much impact are your current Martech tools having on your company's performance?**

Number Percent 95% CI

1=Not at all 0 0.0 % ± 0.0 %

2 13 8.0 % ± 4.0 %

3 14 8.6 % ± 4.2 %

4 38 23.3 % ± 6.3 %

5 51 31.3 % ± 6.9 %

6 32 19.6 % ± 5.9 %

7=A Great Deal 15 9.2 % ± 4.3 %

Total 163 100.0 %

Mean = 4.74

SD = 1.34


Missing Cases = 8

Response Percent = 95.3 %


-----

**Topic 5: Managing Marketing Technology**

**Rank order how important each of the following have been in your company’s adoption of new**
**marketing technologies?**

Mean & SD Ranked #1 Ranked #2 Ranked #3 Ranked #4 Ranked #5 Total

1.80 78 48 26 8 1 161

Your company's goals 0.93 48.4% 29.8% 16.1% 5.0% 0.6% 100.0%

2.06 46 75 27 10 3 161

Your company's strategy 0.93 28.6% 46.6% 16.8% 6.2% 1.9% 100.0%

The value your company 2.77 31 21 74 24 11 161

wants to provide customers 1.13 19.3% 13.0% 46.0% 14.9% 6.8% 100.0%

4.22 1 9 13 68 70 161

Your competitor's actions 0.87 0.6% 5.6% 8.1% 42.2% 43.5% 100.0%

Pressure from other functions 4.15 5 8 21 51 76 161

in your company 1.03 3.1% 5.0% 13.0% 31.7% 47.2% 100.0%


-----

**Topic 5: Managing Marketing Technology**

**How well do your company’s Martech tools enhance the performance of each part of your company’s**
**strategy?**

1=Not at 7=A Great

Mean all 2 3 4 5 6 Deal Total

5.48 2 0 9 17 44 59 31 162

Marketing strategy 1.2% 0.0% 5.6% 10.5% 27.2% 36.4% 19.1% 100.0%


4.47 2 12 27 36 43 34 7 161

CX strategy 1.2% 7.5% 16.8% 22.4% 26.7% 21.1% 4.3% 100.0%

4.60 3 15 23 24 51 28 17 161

Sales strategy 1.9% 9.3% 14.3% 14.9% 31.7% 17.4% 10.6% 100.0%

4.83 4 14 12 25 48 40 20 163

CRM strategy 2.5% 8.6% 7.4% 15.3% 29.4% 24.5% 12.3% 100.0%

3.57 14 33 30 42 24 12 7 162

Operations strategy 8.6% 20.4% 18.5% 25.9% 14.8% 7.4% 4.3% 100.0%

Customer insight 4.27 5 19 35 25 33 31 12 160

strategy 3.1% 11.9% 21.9% 15.6% 20.6% 19.4% 7.5% 100.0%


-----

**Topic 5: Managing Marketing Technology**


**How regularly are your company's Martech tools audited and evaluated?**

Number Percent 95% CI

Monthly 4 2.5 % ± 2.3 %

Quarterly 27 16.7 % ± 5.5 %

Bi-yearly 23 14.2 % ± 5.2 %

Yearly 76 46.9 % ± 7.5 %

Every few years 23 14.2 % ± 5.2 %

Never 9 5.6 % ± 3.4 %

Total 162 100.0 %

Missing Cases = 9

Response Percent = 94.7 %


-----

**Topic 6: Use of AI in Marketing**

**What percent of the time is your company using generative AI in its marketing activities?**

Minimum = 0

Maximum = 75

Mean = 7.01

Median = 5

Standard Deviation (Unbiased Estimate) = 10.76

95 Percent Confidence Interval Around the Mean = 5.53 - 8.49

Valid Cases = 202
Missing Cases = 90
Response Percent = 69.2%


-----

**Topic 6: Use of AI in Marketing**

**Rate the degree to which your company is managing the following challenges associated with using**
**generative AI in marketing:**

1=Not at 7=Very

Mean all 2 3 4 5 6 effectively Total

Ensuring that the
marketing strategy
that generative AI
produces is a good fit 4.07 14 18 8 22 30 17 10 119

for your brand 11.8% 15.1% 6.7% 18.5% 25.2% 14.3% 8.4% 100.0%

Ensuring that the
marketing strategy
that generative AI
produces is a good fit 3.96 14 20 9 29 19 20 9 120

for your target markets 11.7% 16.7% 7.5% 24.2% 15.8% 16.7% 7.5% 100.0%

Implementing security
measures to protect 3.93 27 15 10 16 15 13 24 120

customer information 22.5% 12.5% 8.3% 13.3% 12.5% 10.8% 20.0% 100.0%

Understanding how
content or decisions 3.57 25 11 11 35 24 10 4 120

are being made 20.8% 9.2% 9.2% 29.2% 20.0% 8.3% 3.3% 100.0%

Reducing
susceptibility to
attacks by malicious 3.31 37 19 12 16 10 14 13 121

actors 30.6% 15.7% 9.9% 13.2% 8.3% 11.6% 10.7% 100.0%

Investing in hiring
and building expertise
necessary to use 2.98 28 29 20 17 13 12 1 120

generative AI 23.3% 24.2% 16.7% 14.2% 10.8% 10.0% 0.8% 100.0%

Minimizing bias and 2.60 48 20 13 20 14 4 2 121

ensuring fairness 39.7% 16.5% 10.7% 16.5% 11.6% 3.3% 1.7% 100.0%

Investing in hardware
necessary for
generative AI to work 2.44 50 23 15 18 9 5 1 121

well 41.3% 19.0% 12.4% 14.9% 7.4% 4.1% 0.8% 100.0%


-----

**Topic 6: Use of AI in Marketing**


**Which statement best describes the use of Large Language Models (LLM) in your company?**

Number Percent 95% CI

We haven't evaluated or used these tools 81 38.9 % ± 5.2 %

We are evaluating these tools 65 31.3 % ± 4.8 %

We are piloting these tools 42 20.2 % ± 4.1 %

We are using these tools in our work 20 9.6 % ± 2.9 %

Total 208 100.0 %

Missing Cases = 84

Response Percent = 71.2 %


-----

**Topic 6: Use of AI in Marketing**


**Select the response that best captures what you believe about how transformative LLM is or will be**
**for your marketing organization?**

Number Percent 95% CI

It is already transforming our organization 27 13.0 % ± 3.4 %

The technology still needs to mature before it transforms

our organization 75 36.1 % ± 5.1 %

I'm not sure if it will transform our organization 52 25.0 % ± 4.4 %

It won't transform our organization 10 4.8 % ± 2.1 %

I am not familiar with LLM 44 21.2 % ± 4.1 %

Total 208 100.0 %

Missing Cases = 84

Response Percent = 71.2 %


-----

**Topic 6: Use of AI in Marketing**

**To what extent are blockchain technologies affecting your company’s marketing strategies?**

Mean & SD 1=Not at all 2 3 4 5 6 7=Regularly Total

1.35 171 9 8 8 4 1 0 201

Currently 0.94 85.1% 4.5% 4.0% 4.0% 2.0% 0.5% 0.0% 100.0%

1.64 140 26 15 9 6 3 1 200

In 1 year 1.21 70.0% 13.0% 7.5% 4.5% 3.0% 1.5% 0.5% 100.0%

2.19 111 20 27 17 12 9 3 199

In 5 years 1.63 55.8% 10.1% 13.6% 8.5% 6.0% 4.5% 1.5% 100.0%


-----

**Topic 6: Use of AI in Marketing**

**Rate how the use of AI in marketing has affected the following outcomes. In each case, note the**
**percentage improvement experienced in your company:**

Mean SD 95% CI Median Minimum Maximum Total

Sales productivity 5.13 7.53 3.76 - 6.50 1 0 35 116

Marketing overhead costs 6.97 8.91 5.35 - 8.60 5 0 50 116

Customer satisfaction 6.12 12.73 3.80 - 8.44 0 0 75 116


-----

**Topic 7: Marketing Leadership**


**What is marketing primarily responsible for in your company?**

Number Percent 95% CI

Brand 191 87.2 % ± 4.5 %

Digital marketing 191 87.2 % ± 4.5 %

Advertising 182 83.1 % ± 5.0 %

Social media 180 82.2 % ± 5.1 %

Marketing analytics 167 76.3 % ± 5.7 %

Lead generation 155 70.8 % ± 6.1 %

Marketing research 154 70.3 % ± 6.1 %

Promotion 152 69.4 % ± 6.2 %

Positioning 145 66.2 % ± 6.3 %

Marketing technology 144 65.8 % ± 6.3 %

Public relations 132 60.3 % ± 6.5 %

Customer insight 120 54.8 % ± 6.6 %

Competitive intelligence 103 47.0 % ± 6.7 %

Customer experience 96 43.8 % ± 6.6 %

Revenue growth 90 41.1 % ± 6.6 %

Customer relationship management 79 36.1 % ± 6.4 %

Market entry strategies 75 34.2 % ± 6.3 %

e-commerce 70 32.0 % ± 6.2 %

New products or new services 68 31.1 % ± 6.2 %

Innovation 62 28.3 % ± 6.0 %

Pricing 55 25.1 % ± 5.8 %

Sales 53 24.2 % ± 5.7 %

Market selection 52 23.7 % ± 5.7 %

Talent acquisition and retention 42 19.2 % ± 5.3 %

Privacy 25 11.4 % ± 4.2 %

Customer service 21 9.6 % ± 3.9 %

Sustainability 20 9.1 % ± 3.8 %

Distribution 9 4.1 % ± 2.7 %

Stock market performance 3 1.4 % ± 1.6 %

Total 2836

Number of Cases = 219

Number of Responses = 2836

Average Number of Responses per Case = 12.9

Number of Cases with at least one Response = 219

Response Percent = 100.0 %


-----

**Topic 7: Marketing Leadership**


**Is marketing valued in your company?**

Number Percent 95% CI

1=Not at all 2 0.9 % ± 1.0 %

2 16 7.3 % ± 2.6 %

3 21 9.6 % ± 3.0 %

4 23 10.5 % ± 3.1 %

5 54 24.7 % ± 4.5 %

6 66 30.1 % ± 4.8 %

7=Very Well 37 16.9 % ± 3.8 %

Total 219 100.0 %

Mean = 5.09

SD = 1.51


Missing Cases = 73

Response Percent = 75.0 %


-----

**Topic 7: Marketing Leadership**


**Was marketing valued in your company before Covid?**

Number Percent 95% CI

1=Not at all 11 5.1 % ± 2.2 %

2 24 11.1 % ± 3.2 %

3 24 11.1 % ± 3.2 %

4 41 19.0 % ± 4.0 %

5 45 20.8 % ± 4.2 %

6 42 19.4 % ± 4.1 %

7=Very Well 29 13.4 % ± 3.5 %

Total 216 100.0 %

Mean = 4.51

SD = 1.72


Missing Cases = 76

Response Percent = 74.0 %


-----

**Topic 7: Marketing Leadership**


**Is your company's marketing valued by your external partners?**

Number Percent 95% CI

1=Not at all 1 0.5 % ± 0.7 %

2 9 4.1 % ± 2.0 %

3 10 4.6 % ± 2.1 %

4 41 18.9 % ± 4.0 %

5 67 30.9 % ± 4.9 %

6 58 26.7 % ± 4.6 %

7=Very Well 31 14.3 % ± 3.6 %

Total 217 100.0 %

Mean = 5.13

SD = 1.28


Missing Cases = 75

Response Percent = 74.3 %


-----

**Topic 7: Marketing Leadership**


**Do your company's marketing activities impact its stock price?**

Number Percent 95% CI

1=Not at all 5 6.8 % ± 1.5 %

2 6 8.2 % ± 1.7 %

3 7 9.6 % ± 1.8 %

4 19 26.0 % ± 2.9 %

5 14 19.2 % ± 2.5 %

6 16 21.9 % ± 2.7 %

7=Very Well 6 8.2 % ± 1.7 %

Total 73 100.0 %

Mean = 4.41

SD = 1.65


Missing Cases = 219

Response Percent = 25.0 %


-----

**Topic 8: Marketing Organization and Jobs**

**By what percent has the size of your marketing organization grown or shrunk over the last year?**

Minimum = -50

Maximum = 100

Mean = 3.94

Median = 0

Standard Deviation (Unbiased Estimate) = 16.95

95 Percent Confidence Interval Around the Mean = 1.63 - 6.26

Valid Cases = 206
Missing Cases = 86
Response Percent = 70.5%


-----

**Topic 8: Marketing Organization and Jobs**

**Compared to the number of marketing hires last year, by what percentage will your company’s**
**marketing hires change in the next year?**

Minimum = -30.94

Maximum = 41.64

Mean = 4.38

Median = 0

Standard Deviation (Unbiased Estimate) = 12.16

95 Percent Confidence Interval Around the Mean = 2.72 - 6.04

Valid Cases = 206
Missing Cases = 86
Response Percent = 70.5%


-----

**Topic 8: Marketing Organization and Jobs**

**Rate your level of agreement with these questions focused on the role of creativity in your**
**organization.**

1=Strongly 7=Strongly

Mean & SD  Disagree    2 3 4 5 6   Agree  Total

My organization’s
long-term success
depends upon its
ability to foster
creative ideas that can 5.29 0 13 9 29 55 51 47 204

transform the business 1.41 0.0% 6.4% 4.4% 14.2% 27.0% 25.0% 23.0% 100.0%

My organization relies
on the marketing
function for its most 5.24 1 17 11 31 38 59 49 206

creative ideas 1.54 0.5% 8.3% 5.3% 15.0% 18.4% 28.6% 23.8% 100.0%

My organization
promotes crossfunctional collaboration 5.20 2 11 13 30 53 53 43 205

to foster new ideas 1.45 1.0% 5.4% 6.3% 14.6% 25.9% 25.9% 21.0% 100.0%

My organization’s
long-term success
depends upon its
ability to integrate
sophisticated
analytical capabilities 5.15 2 11 16 29 55 51 41 205

into its strategy 1.46 1.0% 5.4% 7.8% 14.1% 26.8% 24.9% 20.0% 100.0%

My organization
fosters innovation by
encouraging risktaking and allowing 4.36 12 17 24 49 54 33 16 205

room for failure 1.57 5.9% 8.3% 11.7% 23.9% 26.3% 16.1% 7.8% 100.0%


-----

**Topic 8: Marketing Organization and Jobs**

**How well your marketing organization performs the following tasks around your model engaged**
**customers?**

Mean & SD 1=Not at all 2 3 4 5 6 7=Very well Total

Has clarity
around
identifying
who your
most engaged 4.90 6 12 14 43 49 48 31 203

customers are 1.53 3.0% 5.9% 6.9% 21.2% 24.1% 23.6% 15.3% 100.0%

Identify
actionable
insights
around your
most engaged 4.45 7 15 27 49 54 40 12 204

customers 1.46 3.4% 7.4% 13.2% 24.0% 26.5% 19.6% 5.9% 100.0%

Respond
quickly to
opportunities
and
challenges in
managing
your most
engaged 4.41 12 16 22 47 56 32 18 203

customers 1.58 5.9% 7.9% 10.8% 23.2% 27.6% 15.8% 8.9% 100.0%

Harness data
focused on
your most
engaged 4.35 9 21 26 50 45 38 15 204

customers 1.57 4.4% 10.3% 12.7% 24.5% 22.1% 18.6% 7.4% 100.0%

Effectively use
insights to
manage your
most engaged 4.28 7 22 31 50 44 39 10 203

customers 1.50 3.4% 10.8% 15.3% 24.6% 21.7% 19.2% 4.9% 100.0%


-----

**Topic 8: Marketing Organization and Jobs**

**Rate your agreement with these questions about your company's marketing knowledge (i.e.,**
**marketing practices, customer insights, and marketing plans).**

Mean & Strongly Strongly

SD Disagree Agree Total


It is important to
prevent competitors
from acquiring our 4.78 7 19 18 41 44 32 43 204

marketing knowledge 1.71 3.4% 9.3% 8.8% 20.1% 21.6% 15.7% 21.1% 100.0%

Protecting our
marketing knowledge
from leaking to
competitors enhances
our competitive 4.72 9 16 24 40 38 40 37 204

advantage 1.71 4.4% 7.8% 11.8% 19.6% 18.6% 19.6% 18.1% 100.0%

There are very few
disadvantages to
protecting our 4.36 19 31 19 32 28 38 36 203

marketing knowledge. 1.98 9.4% 15.3% 9.4% 15.8% 13.8% 18.7% 17.7% 100.0%


-----

**Topic 9: Marketing and Sustainability**

**What percent of your marketing budget is spent on sustainability- or climate-related issues?**

Mean SD 95% CI Median Minimum Maximum Total

Current 1.86 5.78 0.97 - 2.76 0 0 50 161

1 year ago 1.22 3.94 0.61 - 1.84 0 0 25 158

1 year from now 2.79 8.34 1.49 - 4.09 0 0 75 157

5 years from now 4.46 10.90 2.76 - 6.17 0 0 100 157


-----

**Topic 9: Marketing and Sustainability**


**Check all of the actions your company is likely to make in order to reduce the negative impact of its**
**marketing-related activities on the ecological environment:**

Number Percent 95% CI

Changing products and/or services 62 52.1 % ± 9.1 %

Changing partners 51 42.9 % ± 9.0 %

Changing marketing promotions 48 40.3 % ± 9.0 %

Changing distribution 40 33.6 % ± 8.6 %

Changing market selection 22 18.5 % ± 7.1 %

Changing brand 12 10.1 % ± 5.5 %

Total 235

Number of Cases = 119

Number of Responses = 235

Average Number of Responses per Case = 2.0

Number of Cases with at least one Response = 119

Response Percent = 100.0 %


-----

**Topic 9: Marketing and Sustainability**


**What specific actions is your company taking to reduce the risk of climate change?**

Number Percent 95% CI

Increasing reuse, resale or recycling levels in your company 63 36.6 % ± 7.3 %

Reducing the climate impact of your products/services 63 36.6 % ± 7.3 %

No climate-related marketing actions taken 55 32.0 % ± 7.0 %

Improving sustainability of internal marketing practices

(e.g., reducing paper waste) 55 32.0 % ± 7.0 %

Reducing the climate impact of your packaging 48 27.9 % ± 6.8 %

Increasing innovation investments into environmentally

friendly products/services 45 26.2 % ± 6.6 %

Adopting climate-related metrics 44 25.6 % ± 6.6 %

Offsetting climate impact by participating in environmental projects 37 21.5 % ± 6.2 %

Reducing the climate impact of your distribution channel 35 20.3 % ± 6.1 %

Selecting partners based on climate impact 33 19.2 % ± 5.9 %

Realigning core brand messaging or values more closely around

reducing climate impact 33 19.2 % ± 5.9 %

Reducing the climate impact of your marketing communications 28 16.3 % ± 5.6 %

Adopting climate-related goals in marketing 20 11.6 % ± 4.8 %

Reducing the climate impact of your digital marketing activities 8 4.7 % ± 3.2 %

Encouraging customers/partners to buy/consume less 0 0.0 % ± 0.0 %

Total 567

Number of Cases = 172

Number of Responses = 567

Average Number of Responses per Case = 3.3

Number of Cases with at least one Response = 172

Response Percent = 100.0 %


-----

**Topic 9: Marketing and Sustainability**


**Are the policies emerging around extended producer responsibility for the end-of-life of products**
**relevant to your business?**

Number Percent 95% CI

Yes 38 22.6 % ± 3.9 %

No 130 77.4 % ± 5.8 %

Total 168 100.0 %

Missing Cases = 124

Response Percent = 57.5 %


-----

**Topic 9: Marketing and Sustainability**


**To what degree are extended producer responsibility policies changing any aspect of your product**
**strategy?**

Number Percent 95% CI

1=Not at all 1 2.6 % ± 0.7 %

2 5 13.2 % ± 1.5 %

3 4 10.5 % ± 1.4 %

4 12 31.6 % ± 2.4 %

5 11 28.9 % ± 2.3 %

6 1 2.6 % ± 0.7 %

7=A great deal 4 10.5 % ± 1.4 %

Total 38 100.0 %

Mean = 4.21

SD = 1.49


Missing Cases = 254

Response Percent = 13.0 %


-----

**Topic 10: Marketing Performance**


**Compared to 2023, rate your company's performance during the prior 12 months: Sales revenue**

Number Percent Cumulative

-75% 0 0.0 % 0.0 %

-50% 0 0.0 % 0.0 %

-40% 1 0.6 % 0.6 %

-30% 1 0.6 % 1.2 %

-20% 6 3.5 % 4.7 %

-10% 11 6.4 % 11.0 %

-7% 2 1.2 % 12.2 %

-5% 7 4.1 % 16.3 %

-3% 0 0.0 % 16.3 %

-1% 3 1.7 % 18.0 %

0 16 9.3 % 27.3 %

+1% 2 1.2 % 28.5 %

+3% 10 5.8 % 34.3 %

+5% 11 6.4 % 40.7 %

+7% 11 6.4 % 47.1 %

+10% 42 24.4 % 71.5 %

+20% 27 15.7 % 87.2 %

+30% 9 5.2 % 92.4 %

+40% 4 2.3 % 94.8 %

+50% 4 2.3 % 97.1 %

+75% 5 2.9 % 100.0 %

Total 172 100.0 % 100.0 %

Mean = 10.33

SD = 18.17


Missing Cases = 120

Response Percent = 58.9 %


-----

**Topic 10: Marketing Performance**


**Compared to 2023, rate your company's performance during the prior 12 months: Profits**

Number Percent Cumulative

-75% 2 1.2 % 1.2 %

-50% 1 0.6 % 1.8 %

-40% 2 1.2 % 3.0 %

-30% 3 1.8 % 4.8 %

-20% 5 3.0 % 7.8 %

-10% 6 3.6 % 11.4 %

-7% 1 0.6 % 12.0 %

-5% 7 4.2 % 16.2 %

-3% 2 1.2 % 17.4 %

-1% 3 1.8 % 19.2 %

0 19 11.4 % 30.5 %

+1% 3 1.8 % 32.3 %

+3% 15 9.0 % 41.3 %

+5% 16 9.6 % 50.9 %

+7% 4 2.4 % 53.3 %

+10% 36 21.6 % 74.9 %

+20% 22 13.2 % 88.0 %

+30% 7 4.2 % 92.2 %

+40% 2 1.2 % 93.4 %

+50% 4 2.4 % 95.8 %

+75% 7 4.2 % 100.0 %

Total 167 100.0 % 100.0 %

Mean = 8.32

SD = 22.35


Missing Cases = 125

Response Percent = 57.2 %


-----

**Topic 10: Marketing Performance**


**Compared to 2023, rate your company's performance during the prior 12 months: Customer**
**acquisition**

Number Percent Cumulative

-75% 0 0.0 % 0.0 %

-50% 1 0.6 % 0.6 %

-40% 0 0.0 % 0.6 %

-30% 2 1.2 % 1.8 %

-20% 4 2.4 % 4.1 %

-10% 7 4.1 % 8.2 %

-7% 0 0.0 % 8.2 %

-5% 6 3.5 % 11.8 %

-3% 3 1.8 % 13.5 %

-1% 1 0.6 % 14.1 %

0 25 14.7 % 28.8 %

+1% 6 3.5 % 32.4 %

+3% 14 8.2 % 40.6 %

+5% 26 15.3 % 55.9 %

+7% 8 4.7 % 60.6 %

+10% 28 16.5 % 77.1 %

+20% 23 13.5 % 90.6 %

+30% 8 4.7 % 95.3 %

+40% 3 1.8 % 97.1 %

+50% 1 0.6 % 97.6 %

+75% 4 2.4 % 100.0 %

Total 170 100.0 % 100.0 %

Mean = 8.14

SD = 16.44


Missing Cases = 122

Response Percent = 58.2 %


-----

**Topic 10: Marketing Performance**


**Compared to 2023, rate your company's performance during the prior 12 months: Customer**
**retention**

Number Percent Cumulative

-75% 1 0.6 % 0.6 %

-50% 1 0.6 % 1.2 %

-40% 0 0.0 % 1.2 %

-30% 1 0.6 % 1.8 %

-20% 3 1.8 % 3.6 %

-10% 8 4.8 % 8.3 %

-7% 0 0.0 % 8.3 %

-5% 7 4.2 % 12.5 %

-3% 3 1.8 % 14.3 %

-1% 4 2.4 % 16.7 %

0 45 26.8 % 43.5 %

+1% 9 5.4 % 48.8 %

+3% 9 5.4 % 54.2 %

+5% 21 12.5 % 66.7 %

+7% 3 1.8 % 68.5 %

+10% 14 8.3 % 76.8 %

+20% 13 7.7 % 84.5 %

+30% 5 3.0 % 87.5 %

+40% 5 3.0 % 90.5 %

+50% 4 2.4 % 92.9 %

+75% 12 7.1 % 100.0 %

Total 168 100.0 % 100.0 %

Mean = 9.93

SD = 23.47


Missing Cases = 124

Response Percent = 57.5 %


-----

**Topic 10: Marketing Performance**


**Compared to 2023, rate your company's performance during the prior 12 months: Brand value**

Number Percent Cumulative

-75% 0 0.0 % 0.0 %

-50% 0 0.0 % 0.0 %

-40% 0 0.0 % 0.0 %

-30% 4 2.4 % 2.4 %

-20% 2 1.2 % 3.5 %

-10% 7 4.1 % 7.6 %

-7% 1 0.6 % 8.2 %

-5% 1 0.6 % 8.8 %

-3% 3 1.8 % 10.6 %

-1% 1 0.6 % 11.2 %

0 49 28.8 % 40.0 %

+1% 4 2.4 % 42.4 %

+3% 10 5.9 % 48.2 %

+5% 22 12.9 % 61.2 %

+7% 2 1.2 % 62.4 %

+10% 25 14.7 % 77.1 %

+20% 16 9.4 % 86.5 %

+30% 8 4.7 % 91.2 %

+40% 2 1.2 % 92.4 %

+50% 6 3.5 % 95.9 %

+75% 7 4.1 % 100.0 %

Total 170 100.0 % 100.0 %

Mean = 9.54

SD = 19.48


Missing Cases = 122

Response Percent = 58.2 %


-----

**Topic 11: The CMO Survey Award for Marketing Excellence**

**Which company in your industry sets the standard for excellence in marketing? - Overall Winner**

Apple Inc.


-----

**Topic 11: The CMO Survey Award for Marketing Excellence**

**Which company across all industries sets the standard for excellence in marketing? - Industry-**
**Specific Winners**

Amazon – E-commerce
Nike – Consumer Goods
The Proctor & Gamble Company – Consumer Packaged Goods
State Farm Insurance – Consumer Services
Microsoft Corporation – Technology Products and Services


-----

**Appendix: Company-level Descriptive Information**


**Which economic sector accounts for the majority of your company revenues?**

Number Percent 95% CI

B2B - Product 111 38.0 % ± 5.6 %

B2B - Services 70 24.0 % ± 4.9 %

B2C - Product 68 23.3 % ± 4.9 %

B2C - Services 43 14.7 % ± 4.1 %

Total 292 100.0 %

Missing Cases = 0

Response Percent = 100.0 %


-----

**Appendix: Company-level Descriptive Information**


**Which industry sector best describes your company?**

Number Percent 95% CI

Technology / Software / Platform 46 15.9 % ± 4.2 %

Banking / Finance/Insurance 32 11.0 % ± 3.6 %

Retail / Wholesale 31 10.7% ± 3.3 %

Manufacturing 27 9.3 % ± 3.3 %

Consumer Packaged Goods 26 9.0 % ± 3.3 %

Healthcare 24 8.3 % ± 3.2 %

Professional Services 21 7.2 % ± 3.0 %

Pharmaceuticals / Biotech 19 6.6 % ± 2.8 %

Communications / Media 14 4.8 % ± 2.5 %

Transportation 14 4.8 % ± 2.5 %

Real Estate 10 3.4 % ± 2.1 %

Energy 9 3.1 % ± 2.0 %

Education 8 2.8 % ± 1.9 %

Mining / Construction 5 1.7 % ± 1.5 %

Consumer Services 4 1.4 % ± 1.3 %

Total 290 100.0 %

Missing Cases = 2

Response Percent = 99.3 %


-----

**Appendix: Company-level Descriptive Information**


**How many employees are in your company?**

Number of Employees Number Percent 95% CI

<50 33 11.3 % ± 3.7 %

50- 99 20 6.8 % ± 2.9 %

100- 499 57 19.5 % ± 4.6 %

500- 999 23 7.9 % ± 3.1 %

1,000- 2,499 42 14.4 % ± 4.1 %

2,500- 4,999 24 8.2 % ± 3.2 %

5000- 9999 30 10.3 % ± 3.5 %

10,000+ 63 21.6 % ± 4.7 %

Total 292 100.0 %

Missing Cases = 0

Response Percent = 100.0 %


-----

**Appendix: Company-level Descriptive Information**


**What was your company's sales revenue in last 12 months?**

Number Percent Cumulative

Less than $10 million 31 10.8 % 10.8 %

$10-25 million 20 7.0 % 17.8 %

$26-99 million 38 13.3 % 31.1 %

$100-499 million 54 18.9 % 50.0 %

$500-999 million 20 7.0 % 57.0 %

$1-2.5 billion 42 14.7 % 71.7 %

$2.6-5 billion 27 9.4 % 81.1 %

$5.1-9.9 billion 11 3.8 % 85.0 %

$10-49 billion 30 10.5 % 95.5 %

More than $50+ billion 13 4.5 % 100.0 %

Total 286 100.0 % 100.0 %

Missing Cases = 6

Response Percent = 97.9 %


-----

**Appendix: Company-level Descriptive Information**

**What percent of your company’s sales are online? Average Scores**

Minimum = 0

Maximum = 80.58

Mean = 17.81

Median = 5

Standard Deviation (Unbiased Estimate) = 26.94

95 Percent Confidence Interval Around The Mean = 14.65 - 20.96

Valid Cases = 280
Missing Cases = 12
Response Percent = 95.9%

**What percent of your company’s sales are online? Buckets**

Number Percent 95% CI

0% 103 36.8 % ± 5.5 %

1-10% 82 29.3 % ± 5.2 %

11-49% 48 17.1 % ± 4.3 %

50-99% 32 11.4 % ± 3.6 %

100% 15 5.4 % ± 2.5 %

Total 280 100.0 %


Missing Cases = 12

Response Percent = 95.9 %


-----

**Appendix: Company-level Descriptive Information**


**Does your company sell its products and/or services to the government?**

Number Percent 95% CI

Yes 106 36.7 % ± 5.6 %

No 183 63.3 % ± 5.6 %

Total 289 100.0 %

Missing Cases = 3

Response Percent = 99.0 %


-----

