2024年春季CMO调查报告（英）

Managing Marketing Technology, Growth, and SustainabilitySpring 2024Click to edit title style2in order to predict the future of markets, track marketing excellence, and improve the value of marketing in organizations and society. It is an objective source of marketing information dedicated to the field of marketing.Founded in 2008, The CMO Survey is administered twice a year. Each edition includes three reports:•offers an aggregate view of the results.•shares key metrics, trends, and insights over time.•displays results by sectors, headcount, revenue, and percent online sales.The CMO Survey is sponsored by Deloitte LLP, Duke University’s Fuqua School of Business, and the American Marketing Association. Sponsor support includes intellectual and financial resources. Survey data and participant lists are held in strict confidence and are not provided to sponsors or any other parties.About the SurveySpring 2024Click to edit title style3ContentsSurvey Method and Survey Sample4Macroeconomic Forecasts7Monitoring Partners and Customers11Marketing Budgets14Growth23Managing Marketing Technology29Use of AI in Marketing 44Marketing Leadership50Marketing Organization and Jobs54Marketing and Sustainability61Marketing Performance67The CMO Survey Award for Marketing Excellence72Spring 2024Click to edit title style4The CMO Survey monitors key marketing indicators. Since 2008, marketing spending and performance indicators have been observed twice a year to offer benchmarks and insights to the marketing profession. This 32nd edition continues to follow these trends while also examining:• Managing marketing technologies and generative AI• Managing growth• Managing sustainability M = AverageB2B = Business-to-Business CompaniesSD = Standard DeviationB2C = Business-to-Consumer Companies•Survey was in the field February 6-March 5, 2024.•2085 marketing leaders at U.S. for-profit companies; 292 responded for a 14% response rate—94% of respondents are VP-level or above.•In 2023, the survey shifted to a Spring and Fall administration. This is reflected in calendar labels used throughout this report. Survey MethodSpring 2024Click to edit title style538.0%24.0%23.3%14.7%Tech / Software / Platform15.9%Banking / Finance / Insurance11.0%Retail / Wholesale10.7%Manufacturing9.3%Consumer Packaged Goods9.0%Healthcare8.3%Professional Services7.2%Pharmaceuticals / Biotech6.6%Communications / Media4.8%Transportation4.8%Real Estate3.4%Energy3.1%Education2.8%Mining / Construction1.7%Consumer Services1.4%• 2085 marketing leaders at for-profit U.S. companies• 292 responded for a 14% response rate• 94% of respondents are VP-level or aboveSampleB2C ServicesB2C ProductB2B ProductB2B ServicesSpring 2024Click to edit title style6Sample (continued)7Optimism about the U.S. economy remains consistent at 67.0 on a 100-point scale, following 66.7 in Fall 2023. After drops in Fall 2022 (57.2) and Spring 2023 (58.3) due to the dual threats of recession and inflation, this level continues to climb back