Every year the CMO Survey is produced by Christine Moorman who is the Director of The CMO Survey and the T. Austin Finch, Sr. Professor of Business Administration, The Fuqua School of Business, Duke University. I put the credentials at the top of this post to indicate that this information is coming from one of the most respected business schools in the world. This hopefully keeps the likelihood of “research as PR syndrome” to a minimum.
That said, the February 2012 CMO Survey (which you can get here in PDF form without filling out anything) is pretty fascinating. It shows that CMO’s are optimistic about the economy while also showing that it is important to break down this analysis into 4 sectors of B2B and B2C Products or Services to truly see who is the happiest of the bunch (spoiler alert: it’s B2B marketers).