Source: The CMO Survey [pdf] (Duke University’s Fuqua School of Business)
Notes: As B2B vendors see commerce shifting online in response to customer demand, US CMOs from B2B product and services firms expect roughly 10% of their sales (10% and 9%, respectively) to be through the internet in the next 12 months. Not surprisingly, that’s a lower share than forecast by CMOs at B2C firms, who envision 14-15% of their sales to come via the internet.
About the Data: The CMO Survey is conducted online twice a year. The latest survey was fielded from July 22 to August 12, 2014. The survey had 351 respondents, of whom 89% were VP level or above.