The CMO Council conducted a second annual marketing outlook study, reaching out to more than twice as many marketers as in the previous year. The study gathered insights from 825 respondents at companies doing business in every region of the world. The report found that marketers are becoming more sensitive to engage directly with customers and learn more about what shapes purchasing decisions. The focus on quantifying "customer affinity" and increasing "customer advocacy" as a measure of marketing effectiveness is strongly advocated by the CMO Council.
