Having trouble selling the boss on a better consumer loyalty program? It might help to know that 35 percent of chief marketing officers (CMOs) rank customer value, loyalty and affinity among the top three measurements of marketing group performance. That puts it in third place, behind such hard-line measures as revenue growth and market share gains, according to a CMO Council survey of 414 CMOs. The survey also shows that marketers feel pretty so-so about their groups' abilities; the majority gave themselves a "B", while only 10 percent thought they deserved an "A." The majority of respondents (63 percent) reported marketing budgets of $5 million or less, and 67 percent say marketing spend represents five percent or less of company revenue.

(article continued below)

LAUNCH ARTICLES

Perks at the Pump Offering relief to employees. Good Call: Putting service first. Stubbing Out Smoke Breaks: Calling on employees to kick the habit. Hot Product: Put your corporate logo on a bottle of your favorite wine. Survey Says: Supermarkets are top shelf among consumers. Quick Study: Hershey's and eBay team up and turn trash to treasure. Games Women Play: Female-targeted advergames reflect popularity of gaming among women. Survey Says: What CMOs Want. Legal Lesson: One company's costly hazing scandal. Face Forward: Revlon supplies cosmetic counter salespeople with new sales tool. Industry Deals: Maritz divests its European arm, while Carlson Wagonlit gobbles up Navigant. Survey Says: Promotional products continue growth.

Write a letter to the Editor about this story.

This page is protected by Copyright laws. Do Not Copy