Value proposition

Predicting the future of markets, tracking marketing excellence, and improving the value of marketing since 2008.

MISSION: The CMO Survey collects and disseminates the opinions of top marketers in order to predict the future of markets, track marketing excellence, and improve the value of marketing in organizations and in society.

The CMO Survey is a research project directed by Professor Christine Moorman of The Fuqua School of Business, Duke University. Founded in 2008, the survey seeks to be an objective source of forward-looking information about markets and marketing. Topics include strategic-level marketing issues such as marketing performance, marketing spending, marketing leadership, social media, and marketing analytics. Administered via an Internet survey twice a year, questions are repeated over time so that trends can be detected.

Christine Moorman, the T. Austin Finch, Sr. Professor of Business Administration at The Fuqua School of Business, Duke University, founded The CMO Survey. Professor Moorman, who studies and teaches marketing strategy, is the co-author of the book, “Strategy from the Outside In: Profiting from Customer Value,” awarded the 2011 Berry Book prize for the best book in the field of marketing.

Professor Moorman shares the results of The CMO Survey biannually, blogs about marketing trends, and shares insights from interviews with CMOs from top companies. Results are free and are not used to sell products or services. Three partners provide financial support for the survey—the Fuqua School of Business at Duke University, the American Marketing Association, and McKinsey & Company. Partners do not have access to survey data, which are protected from commercial interests by the strict requirements of the Institutional Review Board of Duke University.