Marketing confidence monitor

The background

The Marketing Confidence Monitor (MCM) is a leading quarterly business index from CIM and Bloomberg. First launched in autumn 2012, it explores the attitudes, sentiment and outlook of more than 1,000 UK marketers in each quarter.

The confidence index has two roles to play. Firstly, it asks a fixed set of core 'tracker' questions, used to monitor changes and trends in confidence over time - this makes up approximately 50% of the survey. The remaining 50% of the survey changes from quarter to quarter, exploring contemporary issues as they arise or taking deeper dives into prior results.

Theme

The sixth quarterly wave of CIM and Bloomberg’s successful business confidence index continues to explore UK marketers’ attitudes, sentiment and outlook in relation to career prospects, budgets, business performance and the macro-economic environment.

In addition, the survey will also explore marketers’ perspectives on a number of critical skills and talent questions for the year ahead:

  • What are marketing leaders’ key talent challenges for 2014?
  • How aligned are marketers’ skills and competencies with business needs?
  • What are the top priority skills development areas for marketers in 2014?
  • To what extent are organisations willing to invest in new marketing talent and marketers’ development in 2014?
  • What are the emerging trends in developing marketing capability?
  • How are individuals and organisations tackling the balance between ‘generalists’ and ‘specialists’ – and what are the implications for careers (amongst individuals) and teams (amongst employers)?

 

This quarter, we address how the role of marketing – its mandate from the business and the tools at its disposal – has changed dramatically over recent years. As well as the specific impact this has had on how marketers balance specialist expertise with generalist skills, against the backdrop of broader commercial and business understanding and competence. What this means for teams and organisations will also be explored.