首席营销官调查报告

About the Survey Mission The CMO Survey is sponsored by Deloitte,Duke University’s Fuqua School ofBusiness, and the American MarketingAssociation. Sponsor support includesintellectual and financial resources. Surveydata and participant lists are held in strictconfidence and are not provided tosponsors or any other parties. Founded in 2008, The CMO Survey collects anddisseminates the opinions of marketing leaders to predictthe future of markets, track marketing excellence, andimprove the value of marketing in organizations and society. Reports TheHighlights and Insights Reportshareskeymetrics, trends,and insights over time. TheTopline Reportoffers an aggregateview of results. TheFirm & Industry Breakout Reportdisplays survey resultsbysector, size, and online sales. Click to edit title styleContents Survey Method and Sample….................................................................................MacroeconomicForecasts…...................................................................................Customers and Channels….....................................................................................13Marketing Budgets…...............................................................................................20Marketing Leadership…...........................................................................................29Use of AI in Marketing…..........................................................................................42Marketing Jobs…....................................................................................................47Marketing Performance…........................................................................................55The CMO Survey Award for Marketing Excellence….................................................61 Click to edit title styleSurvey Method Questions Administration The CMO Survey monitors key marketing indicators. Since 2008,marketing spending and performance indicators have beenmeasuredtooffer benchmarks and insights to the marketing profession. •Survey was in the fieldJanuary 21-February 12,2025. This34thedition continues to follow these trends while alsooffering anin-depth examination of "Leading Marketing in a Complex World." Thisincludes leading digital and human resources and managing keyrelationships within the company. •In2023, the survey shifted toa Spring and Falladministration.In 2025, thesurvey moved to a yearlyadministration. Thisisreflected in calendar labelsused throughout this report. Interpretive Guide:B2B= Business-to-Business CompaniesB2C= Business-to-Consumer Companies Click to edit title styleSample Industry Sector Sample(n=281) •2,047 marketing leaders atfor-profit U.S. companies•281 respondedfor a13.7%response rate•99%of respondents areVP-level or above Click to edit title styleSample(continued) Macroeconomic Forecasts Marketers’ optimism about the U.S. economy has declined to 62.2 (where 0 is least optimistic and 100 is most optimistic) from63.8 reported in Fall 2024. Nearly half (48.2%) of marketers report they are “less optimistic” about the U.S. economy comparedto last quarter, while only 31.2% are “more optimistic” and 20.6% report “no change.” Inflationary pressures continue to impact marketing spending levels, with nearly half (43.5%) of companies reporting decreases,though this represents an improvement from Fall 2024 (48.7%). There is, however, substantial heterogeneity among industrysectors. B2C companies have had a higher decrease in marketing spending with B2C Product at 47.8% and B2C Services at47.1% compared to B2B Product at 40.2% and B2B Services at 43.1%. The largest number of marketing leaders (41%) believe there will be “no change” in regulation in 2025, while almost one-third(31.5%) expect “less regulation” and the remainder (27.5%) expect “more regulation.” B2B companies lead the “no change”group, while B2C Product companies (41.8%) expect “more regulation” and B2C Services companies (45.7%) expect “moreregulation.” Among the companies that expect “more regulation,” nearly half (46.4%) believe it will decrease marketingspending, while a clear majority of those expecting “less regulation” (81%) believe it will have no impact on marketing spending. Marketer optimism continues to decline post-election Rate your optimism about the U.S. economy on a scale from 0-100 with 0 being the leastoptimistic and 100 being the most optimistic. Economic Sector Industry Sector Most optimistic industries •Real Estate (72.4)•Transportation (72.0)•Healthcare (68.6) Least optimistic industries •Communications / Media(48.4)•Education(50.2)•Mining / Construction (51.7) Approximately half of marketers report they are less optimistic aboutthe U.S. economy compared to pre-election ratings Insights Almost half of marketers are“less optimistic”about the U.S. economy compared to lastquarter.This is a 64% increaseover the 29.4%that were "less optimistic" in Fall-2024. Thenumber of marketer