San Francisco—CMOs are taking pains to restructure their companies, change their agencies and find new talent, according to the CMO Council’s “2007 Outlook Survey,” released Monday.
The CMO council conducted an online survey of 350 marketing executives last quarter to get a sense of their 2006 accomplishments and their priorities for this year.
Forty-six percent of respondents said that integrating marketing and sales was the biggest accomplishment of marketers in 2006 and will continue to be atop the agenda this year. The survey also found that agency turnover continues to be rife, with 64% of respondents saying they dropped at least one agency last year and more than half saying they plan further agency changes this year.
PR agencies get the ax most often, followed by Web design and development companies and advertising agencies.
Sixty percent of respondents said they will add new competencies and capabilities this year, and only 10% expect to reduce head counts.
The survey results indicate there is more money for marketing this year: 65% of respondents said their budgets for this year are higher; 20% said their budgets are flat, 15% said their budgets have declined.