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Analysis
Top trends from The CMO Survey
The latest CMO Survey results
The 31st edition of The CMO Survey explores top trends in the world of marketing.
The evolving marketing landscape
The latest edition of The CMO Survey features responses from 316 senior marketing executives on the current landscape and trends marketing leaders and stakeholders are observing. The survey dives into a decline in the use of channel partners, a rise in digital marketing spend, and an alignment between marketing and sales leaders.
Influencer usage in marketing strategy is expected to grow by 109% in three years to reach 12.2% of marketing budgets. The survey also highlights a disintermediation trend, reporting a large decline in companies using channel partners over the past decade. The shift towards going directly to market has an apparent effect on the nature of partner relationships with a dramatic increase in expected partner price per unit. In this ever-changing landscape, senior marketing leaders are finding it challenging to demonstrate the impact of marketing actions on financial outcomes (61.2%) and to communicate the role of the brand in business decisions (45.3%). Many senior marketing leaders are filling the gaps by remaining closely aligned with sales leaders on goals, strategies, and data.
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About The CMO Survey
Deloitte supports The CMO Survey—conducted biannually since 2008 by Duke University’s Fuqua School of Business marketing professor Christine Moorman—as a measure of how marketing leaders are navigating this brave new world. The survey reports on their priorities and plans enabling marketers to compare staffing, budgeting, and investment areas, and identify potential trends.
Interested in participating in the upcoming CMO Survey?
Visit cmosurvey.org/participate
Take a look back at previous reports
About The CMO Program
Deloitte’s CMO Program supports CMOs as they navigate the complexities of the role, anticipate upcoming market trends, and respond to challenges with agile marketing. CMOs often hold one of the most innovative and challenging roles in business today.
Those who excel can operate at the highest level to drive growth and create value for their organizations. Deloitte helps bolster the value CMOs deliver as they advance along their career journeys.
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