{
  "docId": "019dd923-5ca1-7489-b636-f458fc5d5c97",
  "docSlug": "3e2af39803cc6262",
  "documentTitle": "The CMO Survey The Highlights and Insights Report February 2022",
  "authorId": "EY",
  "authorName": "Deloitte",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 76,
  "pageCount": 93,
  "prevPage": 75,
  "nextPage": 77,
  "slideType": "industry_trends",
  "function": "summarize",
  "density": "overcrowded",
  "nDataPoints": 15,
  "notes": "Slide 76 from The CMO Survey February 2022 report.",
  "elementsJson": [
    "headline_text",
    "paragraph",
    "icon_grid"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b636-f458fc5d5c97/76",
  "deckHref": "/decks/019dd923-5ca1-7489-b636-f458fc5d5c97",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b636-f458fc5d5c97.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b636-f458fc5d5c97#slide-76",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "The role of marketers has continued to evolve, with marketing roles taking on more importance in 67.9% of companies during this year.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-c23d-70a9-9e9d-7db70cfc0414",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.295,
        "w": 0.143,
        "x": 0.052,
        "y": 0.101
      },
      "kind": "image",
      "text": null,
      "attrs": null,
      "subkind": "icon-grid",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "7d4e3842-e331-4f07-b268-c059e564d102",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "importance of marketing roles: 67.9%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-c23d-70a9-9e9d-8213d4c0e287",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.145,
        "w": 0.896,
        "x": 0.052,
        "y": 0.555
      },
      "kind": "paragraph",
      "text": "Managing the present remains the focus of most marketers (64.3%). Industries with a stronger emphasis on preparing for the future are Consumer Services (45.0%), Consumer Packaged Goods (43.6%), and Retail/Wholesale (40.5%), while the Real Estate (78.0%), Transportation (76.1%), and Education (75.7%) industries focus on managing the present. Firms with higher sales and revenue ($1-9.9B) also report a stronger emphasis on preparing for the future (41.2%) compared to firms with lower sales and revenue (<$10M) (36.2%).",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "86882646-74ec-4db5-8f81-daa6b871af3a",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.235,
        "w": 0.896,
        "x": 0.052,
        "y": 0.313
      },
      "kind": "paragraph",
      "text": "The role of marketers has continued to evolve, with marketing roles taking on more importance in 67.9% of companies during this year. This continues the shift starting in June 2020 at the height of the pandemic when this increase in importance was 62.3% and in February 2021 when it was 72.2%. Marketing leaders report a stronger alignment with finance leaders compared to a year ago (5.4 compared to 5.0 on a 7-point scale where 1=not at all, 7=very highly). This is likely due to increased pressure on marketers to justify their spending and the adoption of stronger measurement systems that foster alignment. The August 2021 survey reported marketers performing well on making the case for marketing spending by proving alignment with company objectives, setting return expectations, and explaining when and how spending would impact performance.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "bed7a40d-055e-465d-ad6b-f4884384c11e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.125,
        "w": 0.896,
        "x": 0.052,
        "y": 0.715
      },
      "kind": "paragraph",
      "text": "The percentage of marketing leaders who would use their brands to take a stand on politically charged issues remains flat at 27.5%. While initially rising from 17.4% four years ago, the metric has shown no consistent pattern over the years. In this survey, B2C-Product companies are more willing at 36.4%, as are companies with more sales over the Internet (33.3%). Among specific sectors, Real Estate (60.0%), Consumer Services (50.0%), and Energy (44.4%) stand out as most willing.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "c7bfa9d4-b334-4848-b5df-d0e038a6fea9",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.055,
        "w": 0.362,
        "x": 0.198,
        "y": 0.135
      },
      "kind": "title",
      "text": "Marketing Leadership",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "44c71326-8fa1-4ee3-8b8c-6d1255efa422",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "importance of marketing roles",
      "numberRaw": "67.9%",
      "numberKind": "percent",
      "actionTitle": null,
      "calloutText": "The role of marketers has continued to evolve, with marketing roles taking on more importance in 67.9% of companies during this year.",
      "numberScale": null,
      "numberValue": 67.9,
      "metricFamily": "other",
      "numberCurrency": null
    }
  ],
  "tools": [
    {
      "name": "Storytelling Effect",
      "slug": "storytelling-effect",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "30c95929-d597-4c05-a2b2-c6796dfae339",
      "evidence": "The role of marketers has continued to evolve, with marketing roles taking on more importance in 67.9% of companies during this year.",
      "confidence": 0.6
    }
  ],
  "frameworks": [],
  "arcBeats": [],
  "loops": [],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}