Marketing is all about strategy — or is it? To find out, the August 2019 CMO Survey asked U.S. marketing leaders: “How much time do you spend managing the present versus preparing for the future of marketing in your company?” Overall, 341 leaders responded by reporting they spend 68.5% of their time “managing the present” and only 31.5% of their time “preparing for the future.” This finding holds across company size, sector, and industry.
How Marketers Can Overcome Short-Termism
According to a new survey, CMOs want to spend more time preparing for the future.
November 21, 2019
Summary.
According to the August 2019 CMO Survey, U.S. marketing leaders spend most of their time “managing the present” as opposed to “preparing for the future.” The authors show what’s driving this focus on the present and what marketing professionals can do to adopt a future focus.
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New!
HBR Learning
Decision Making Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Decision Making. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Practical ways to improve your decision-making process.