2025年首席营销官调研洞察报告（英）_63页_1mb

The CMO Survey® 2025 Highlights and Insights Summary

Core Content

The CMO Survey® is a long-standing initiative, launched in 2008, that collects and disseminates opinions from marketing leaders to predict market trends, track marketing excellence, and enhance marketing value in organizations and society. It is sponsored by Deloitte, Duke University's Fuqua School of Business, and the American Marketing Association. The 2025 edition focuses on "Leading Marketing in a Complex World," examining how marketing leaders are adapting to evolving economic and digital landscapes.

Main Findings

Survey Method and Sample

• The survey was conducted from January 21 to February 12, 2025.
• It includes responses from 2,047 marketing leaders at for-profit U.S. companies, with a 13.7% response rate.
• 99% of respondents are at VP-level or above.
• The sample is distributed across various economic sectors, with the largest percentage in Tech / Software / Platform (15.7%).

Macroeconomic Forecasts

• Marketers' optimism about the U.S. economy has slightly declined to 62.2 from 63.8 in Fall 2024.
• 48.2% of marketers are less optimistic than last quarter, while 31.2% are more optimistic and 20.6% report no change.
• Inflationary pressures are affecting marketing spending, with 43.5% of companies reporting a decrease, down from 48.7% in Fall 2024.
• B2C companies have experienced a larger decline in marketing spending than B2B companies.

Customers and Channels

• Revenue growth in the largest market increased to 12.5% in 2025, up from 7.9% in Fall 2024.
• B2B companies showed stronger growth than B2C companies.
• Superior product quality is the top customer priority (35.5%), followed by low price (19.4%) and superior innovation (12.4%).
• Channel partner use has increased (66.5%) from Fall 2024 (61.5%), with B2C Product companies being the heaviest users (83.3%).
• Online sales now represent 16.5% of total sales, down from pandemic highs but still above pre-pandemic levels.
• The biggest challenge in managing channel partners is "improving data sharing between our company and partners" (19.9%).

Marketing Budgets

• Marketing budgets as a percentage of revenues and overall budgets show signs of recovery.
• Overall marketing spending increased by 3.3% over the prior 12 months, with digital marketing spending up 7.3%.
• Marketers predict stronger growth in the next year (8.9%) and in five years (11.9%).
• Traditional advertising spending is in negative growth (-0.3%), while social media spending has decreased to 11.3% of marketing budgets, down from 12.1% in Fall 2024.
• B2C Product companies are the most optimistic about future social media spending, with 19.2% currently allocated and expected to rise to 21.5% in one year and 27.7% in five years.

Marketing Leadership

• "Demonstrating the impact of marketing actions on financial outcomes" remains the top challenge for marketing leaders (64.0%), up from 61.2% in 2023.
• There is increased pressure from the CEO (61%), Board (50%), and CFO (63%) to prove marketing value.
• Marketers are more optimistic about a top marketing leader becoming CEO (43.4% "likely" or "very likely").
• Marketing leaders and other company leaders agree on innovation, growth, and profitability as key objectives but differ on market position and attracting investors.

Marketing Responsibilities

• Marketing responsibilities have shifted, with digital marketing, brand, and positioning gaining importance.
• Lead generation and customer insight have decreased in importance, while marketing analytics and competitive intelligence have remained stable.
• Marketing is increasingly seen as responsible for digital initiatives, brand management, and customer experience, but less so for sales and market selection.

Key Insights

• Marketers are increasingly focused on demonstrating marketing's financial impact and leveraging data analytics.
• B2B companies are more resilient in terms of regulation expectations and marketing spending.
• The shift in marketing responsibilities reflects a broader trend toward digital transformation and customer-centric strategies.
• Despite economic uncertainties, marketers remain optimistic about future growth, especially in digital marketing and social media spend.
• The role of marketing continues to expand, with greater influence and broader responsibilities across organizations.