Marketing budgets are on the rise again: 57% of senior-level marketers say they are increasing their overall marketing spend in 2011; among them, most (26%) plan to increase budgets between 1% and 5%, according to the CMO Council's State of Marketing Report.
Only 11% of CMOs surveyed say they are increasing budgets more than 10% in 2011; 12% plan to increase spending between 6% and 10% this year.
Stronger accountability and operational visibility and crucial this year: 60% of marketers intend to set clear goals and track deliverables to better monitor and control spending, while maximizing effectiveness.
Below, additional findings from the CMO Council's 2011 State of Marketing Report based on a survey of 700 senior-level marketing professionals.
Mandates for 2011
Among chief deliverables this year, CMOs cite driving top-line growth (46%), followed by growing and retaining market share (45%) and defining brand value (31%).