The CMO Survey
Fall 2024
The 33rd edition of The CMO Survey underscores the importance of creative strategies for driving growth during market turbulence. This is particularly relevant for business leaders, as the majority of respondents have faced challenges delivering revenue and profitability due to market disruptions over the past decade.<br><br> The survey offers valuable data on:<br><br> <ul> <li>Where brands are striving to balance short-term gains with long-term brand investment.</li> <li>How companies are progressing along their digital transformations.</li> <li>Where and how marketing budgets are shifting.</li> <li>How companies are thinking about customer attraction versus retention.</li> </ul>
The 33rd edition of The CMO Survey underscores the importance of creative strategies for driving growth during market turbulence. This is particularly relevant for business leaders, as the majority of respondents have faced challenges delivering revenue and profitability due to market disruptions over the past decade.
The survey offers valuable data on:
- Where brands are striving to balance short-term gains with long-term brand investment.
- How companies are progressing along their digital transformations.
- Where and how marketing budgets are shifting.
- How companies are thinking about customer attraction versus retention.
View the reports
Key conversations
Key conversations
When talking about your tech stack: Emphasize the importance of creating more shrewd investment cases with more defined pilots to evaluate and prioritize the right technology, rather than only accumulating more tools. This increased scrutiny can help brand leaders break free from the majority of companies who still report being in the emerging phases of their tech transformation.
When talking about customer-centricity: Identify areas where you can incorporate customer choice into your measurement strategies with a keen focus on tracking loyalty, opt-in behavior and purchase cycles, and developing deeper relationships with captive audiences to future-proof your brand’s growth potential.
When talking about relevance in a digital world: Throw your personalization strategy into overdrive to better differentiate your brand experience, ultimately leading to more customer willingness to share data for improved outcomes and create better paths to both online and offline purchases.
When talking about budget priorities: Stress the importance of investing in down-funnel conversion based on a deep understanding of where your high-value conversion points are and reinforcing them with customer flywheels to drive sustained growth.
Stacy Kemp, CMO Program Leader
The CMO Survey illuminates today’s trends, enabling business leaders to innovate, transform, and grow. From tech investments and customer-centricity, to budget priorities and personalization strategies, The CMO Survey underscores the importance of novel strategies for driving growth during market turbulence.Stacy Kemp, CMO Program Leader
Statistics that stand out
68%
of marketers are more focused on managing the present vs. preparing for the future
57%
of companies are in the emerging stage of digital transformation, not having integrated new tech into processes
3%
increase in digital marketing despite a reduction in overall marketing budgets
50%
higher performance with customer retention efforts as acquisition success continues to wane
About the survey
Deloitte supports <a href="https://cmosurvey.org/" target="_blank">The CMO Survey</a>—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.<br><br> Interested in participating in the upcoming CMO Survey? Visit <a href="https://cmosurvey.org/participate/" target="_blank">cmosurvey.org/participate</a><br><br> Have more questions?
About the 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
Have more questions?
Explore past editions
Explore past editions
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.
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.
Learn more