CMO Survey Finds Marketers More Optimistic About Revenue Prospects
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"Overall, these firms' sales and profits were both up during the past six months, and their goals for the next year are even higher," Moorman said, noting that this is the first time in more than a year that firms have reported any increase in sales.
This optimism for their own companies is playing out in marketing spending, with companies planning to increase their marketing budgets by nine percent, compared to a one percent planned increase reported just a year ago. "This is a huge lift that reinforces that marketers think the economy is turning," Moorman said.
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