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PwC Australia’s CEO Survey: Making it great again

With its long-standing reputation as a leading global professional services firm, PwC has deep experience in connecting decision-makers with the tools and advice they need to face the future with confidence. We work with leaders from business, Government and the community, sharing insights and research on the issues at the front of their minds. Our annual CEO Survey is one of our leading tools to deliver timely and relevant pitch and sales opportunities for our Partners to start great client conversations. Globally, PwC’s CEO Survey has become the most authoritative survey of CEOs. The survey results are used to develop a flagship content campaign, which gives unique insight into CEO’s issues and actions for the year ahead. The content is used by Partners to approach their CEO clients with the aim of showcasing the firm’s expertise around the themes of the survey to drive sales and revenue opportunities. However, despite its global preeminence, the CEO Survey has traditionally struggled to gain significant traction in the Australian market.

This is due to internal stakeholders (Partners who have CEO clients as contacts) not valuing or fully understanding the campaign’s potential such as the ability to link this to sales opportunities and a reluctance to promote a survey with CEOs who they have limited contact with. For our external stakeholders (CEO clients) our client base is smaller than other territories such as the US, UK and China, the target audience is time poor, the local market is overcrowded with similar surveys and there is traditionally more skepticism of Australian CEOs with increasingly shorter tenures about the value of taking a survey. Australian CEOs are seeking personalised experiences and content that they can draw tangible business value from. They are competitive in nature and eager to benchmark themselves against their local and global peers so that they can identify and create points of differentiation.

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Sabrina Muysken

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