Survey - Increase your Marketing Organization's Impact For each question, please select the answer that best describes your central marketing organization. Enter your best guess if you are unsure. Survey results may be reported in aggregate, but all individual responses will be kept strictly confidential.
1. The central marketing team works hand-in-hand with the CEO to establish the company's strategic growth agenda
Always Sometimes Rarely
2. Central marketing leads general management activities such as product innovation and new business development
Leads Substantial involvement, but doesn't lead Little/no involvement
3. Central marketing leads major advertising, promotion and public relations campaigns
Leads Substantial involvement, but doesn't lead Little/no involvement
4. Central marketing leads efforts to disseminate and implement standardized marketing best practices across all the business units
Always Sometimes Rarely
5. The central marketing team provides a range of services (e.g., communications strategy, campaign management, execution support) to the business units
Many services Some services No services
6. Marketing manages agency relationships on behalf of the businesses
All Some Few
7. Central marketing plays a significant role in the creative side of brand management
Agree Somewhat agree Disagree
8. Marketing approves large growth-oriented investment decisions such as entering new markets, launching new products, and developing large promotional campaigns
Primary authority Some authority Little/no authority
9. Central marketing makes major strategic decisions in areas such as positioning, channel strategy, pricing and communications
Primary authority Some authority Little/no authority
10. The decisions and actions of central marketing have a major impact on the company's revenue and strategic direction
Major impact Some impact Little/no impact
11. Central marketing has strong general management and leadership skills
Agree Somewhat agree Disagree
12. Central marketing has the creative expertise to make complex value propositions clear and compelling
Agree Somewhat agree Disagree
13. Central marketing has technical, analytical, and administrative skills that augment creative expertise
Agree Somewhat agree Disagree
14. Central marketing has standardized processes and tools that enable it to provide services efficiently
Agree Somewhat agree Disagree
15. Marketing is proactive in providing services and advice to the individual businesses rather than waiting to be called upon for help
Predominantly proactive Mixed Predominantly reactive
16. Central marketing provides high-level advice on marketing strategy to the CEO and the individual businesses
Advises CEO & Senior Execs predominantly Advises Business Managers predominantly Provides limited advice
17. Central marketing leads other functions such as sales and finance on the strategic growth initiatives
Leads other functions (first among equals) Works alongside other functions Limited interaction with other Functions
18. The CMO/Head of Corporate Marketing is a part of the senior leadership team, working hand-in-hand with the CEO
Part of Senior Leadership Team Reports to CEO but not part of Senior Leadership Team Does not report to CEO or N/A
Demographic Profile
19. Company Name (optional)
20. Industry
- Choose One - Ad-supported media Automotive Business information Consumer products Distribution and logistics Financial services Petrochemicals and industrial gases Pharmaceuticals and biotech Services Software Technology Hardware Utilities Wireline telecom Wireless telecom Other
21. Your Location
Select Region Asia/Australia/South Pacific Europe Latin America Middle East/Africa North America <----------------
22. Annual Revenue, last full year
- Choose One - <$100MM $100 to $500MM $500MM to $1BN $1BN to $5BN $5BN to $10BN >$10BN
23. Relative to your industry, how high is your company's revenue growth over the past few years, excluding acquisitions?
- Choose One - Below average About average Above average
24. Relative to your industry, how profitable is your organization?
- Choose One - Not profitable last full year Below industry average About industry average Above industry average
25. Relative to your industry, how much does your organization spend on marketing (as % of Revenue)?
- Choose One - More than average About average Less than average Don't know or N/A
26. Your Functional Alignment
- Choose One - Business unit marketing Corporate marketing Customer service Engineering Finance Human resources Information technology Legal Manufacturing/Operations Purchasing/ procurement Quality R&D/ Product development Sales Other
27. Your Level within Organization
- Choose One - C-Suite EVP or SVP VP Director/Manager Other
28. Please add any comments you would like to make on major challenges and issues facing your Marketing Organization.