Roles have broadened in the past five years, leaving marketers with a wide spectrum of responsibilities. Learn more in this year's CMO Survey: http://cmo.deloitte.com/xc/en/pages/solutions/cmosurvey.html?id=us:2sm:3ss:cmosurvey:eng:cons:082516

1. In collaboration with
The CMO Survey 2016
say that marketing’s role
has broadened
say that it has
significantly broadened
11%
Which areas is marketing primarily responsible
for in your firm?*
89%
79% 73% 68% 66%
67%
55%
But capabilities are not up to par
Marketers identified several gaps in high-priority capabilities
61%
Marketers’ worlds are expansive and expanding
Roles have broadened in the past five years, leaving marketers with a wide spectrum of responsibilities
Marketing hires External partners
5% 4%10% 7%
Digital
marketing spend
Customer relationship
management spend
Social
media
Marketing
analytics
Marketing
research
Lead
generation
Advertising Promotion Positioning Public
relations
Competitive
intelligence
Marketers are planning to invest will it help?
Marketers expect to spend more in areas of deficiency, hire, and leverage external partners
Brand
76% 69%
How has the marketer’s role within
your organization changed?
81%
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Marketers’ average planned increase in investments in the next year
Brand
development
and
management
Customer
development
and
management
Marketing
innovation
Digital
marketing**
Customer
focus**
Three of the five most important capabilities
were also within the top five most frequently
identified gaps
Ranking of capability importance*
Ranking of capability gaps
Largest gap Smallest gap
**Customer focus indicates actions that prioritize the customer; digital marketing includes digital strategy, social media, and mobile marketing
Source: The CMO Survey, August 2016
High
Low
*Additional capabilities ranked in importance below marketing innovation: Marketing analytics Creative Omni-channel execution Agency management
*Top 10 responsibilities of 22 potential options