Executive Summary (This is a document excerpt)

Two in three CMOs are confident that marketing contributes to the firm's growth. But on how they can drive their companies' success, marketing leaders have different views. And even if CMOs know what drives growth, many don't put their money where their mouth is. To spend their — reduced — 2009 marketing budget effectively, CMOs should shift investments to activities that will deliver growth: direct sales channels like eCommerce, customer service, and customer experience.

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