2024年秋季CMO调查报告

Fall 2024© Christine Moorman1Fall 2024Click to edit title styleThe CMO Survey is sponsored by Deloitte, 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 Survey• The Highlights and Insights ReportKey metrics, trends, and insights over time• The Topline ReportAggregate view of results• The Firm & Industry Breakout ReportResults by sector, size, and online salesFall 2024Click to edit title style3ContentsSurvey Method and Sample4Macroeconomic Forecasts7Marketing Budgets11Managing Marketing Technology25Use of AI in Marketing 32Digital Transformation and Privacy 37Managing Marketplace Threats45Marketing Jobs53Marketing Leadership63Marketing Growth67Marketing Performance71Fall 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 33rd edition continues to follow these trends while also examining:• Managing marketplace threats• Managing marketing technology and AI• PrivacyM = AverageB2B = Business-to-Business CompaniesSD = Standard DeviationB2C = Business-to-Consumer Companies•Survey was in the field September 4-25, 2024.•In 2023, the survey shifted to a Spring and Fall administration. This is reflected in calendar labels used throughout this report. Survey MethodFall 2024Click to edit title style5• 2231 marketing leaders at for-profit U.S. companies• 260 responded for a 11.7%response rate• 97.2% of respondents are VP-level or aboveSample30.1%28.2%29.7%12.0%B2C ServicesB2C ProductB2B ProductB2B ServicesTech / Software / Platform13.9%Consumer Packaged Goods12.0%Pharma / Biotech9.7%Banking / Finance / Insurance9.3%Healthcare9.3%Manufacturing8.9%Retail / Wholesale8.9%Professional Services7.7%Energy3.9%Communications / Media3.9%Consumer Services3.5%Transportation3.1%Education2.7%Real Estate2.7%Mining / Construction0.8%Fall 2024Click to edit title style6Sample (continued)12.7%6.9%17.3%6.9%10.4%8.8%10.0%26.9%<5050- 99100- 499500- 9991,000- 2,4992,500- 4,9995000- 999910,000+10.5%8.2%12.5%16.0%6.2%11.7%11.3%6.2%10.9%6.6%< $10 million$10-25 million$26-99 million$100-499 million$500-999 million$1-2.5 billion$2.6-5 billion$5.1-9.9 billion$10-49 billion$50 billion+4.5%10.1%18.2%29.1%38.1%100%50-99%11-49%1-10%0%7Marketers’ optimism about the U.S. economy dipped to 63.8 (where 0=least optimistic and 100=most optimistic) from the three-year high of 67.0 recorded in Spring 2024. This is likely due to ongoing worries about inflation, the threat of a recession, andmarket uncertainty due to the presidential election. Just over a third (37%) are more optimistic about the U.S. economy than last quarter, while 33.6% report no change and 29.4% report less optimism. Marketers