The Chief Marketing Officer (CMO) Council is comprised of 5,000 thought leaders which represent over 100 countries with a combined annual marketing spend in excess of $150 billion.  Members of the council sit at the helm of progressive big brands, regional powerhouses and small businesses alike.  Suffice it to say that when the council issues an update, it's worth paying attention.   A recent State of Marketing report, commissioned by Deloitte and Exact Target, was released by the council.    

The report is long and detailed, but I've included a few highlights in this issue of inSITE. 

• Marketing Performance Measurement (MPM), is the new buzzword and a key element for marketing professionals. It puts the focus on more tangible proof of marketing impact and outcome.
  
  
• As marketing budgets continue the move to digital platforms, expect tighter integration between Marketing professionals and Technology departments.  Historically a somewhat tenuous relationship, marketing and technology must blend to accomplish what is demanded from today's marketing initiatives.
  
  
• Most common projects to be undertaken by marketing teams are:

• When marketers were asked to rate their online marketing performance capability, only 6 percent responded excellent. Over 44 percent are either actively growing online focus or struggling with online performance.
  
  
• When asked what percent of revenue is spent on marketing in their organizations, the majority responded that they spend less than 4 percent of revenue on marketing.
  

• Marketers were asked how budgets will change across mediums from 2009 to 2010.  Digital mediums, including search, social, mobile and interactive, continue to gain the biggest budget windfalls.

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Malinda Pengelly
President
BEM Interactive

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• An Executive Overview
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