Outside looking in

Marketing

Outside looking in

Anonymous Writer

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Research Methodology

“Outside looking in: the CMO struggles to get in sync with the C-suite” is an Economist Intelligence Unit report, sponsored by SAS.

The paper draws on two main sources for its research and findings:

(1) A global survey—conducted in July 2012—of 389 executives. The respondents are based in Western Europe (40%), North America (27%), Asia-Pacific (24%), Latin America (6%), Middle East/Africa (2%) and Eastern Europe (1%); a total of 42 countries are represented.

Respondents include marketing and non-marketing professionals from 19 industries, such as financial services (14%), consumer goods (11%), IT/Technology (8%) and manufacturing (8%).

(2) A series of in-depth interviews with senior executives from major companies and other experts.

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Outside looking in

Marketing

Outside looking in

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Research Methodology

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