2025年首席营销官调研洞察报告（英）

Fall 2024© Christine Moorman1The 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 SurveyMission ReportsThe Highlights and Insights Report shares key metrics, trends, and insights over time.The Topline Report offers an aggregate view of results.The Firm & Industry Breakout Report displays survey results by sector, size, and online sales.Founded in 2008, The CMO Survey collects and disseminates the opinions of marketing leaders to predict the future of markets, track marketing excellence, and improve the value of marketing in organizations and society.22025Click to edit title style3ContentsSurvey Method and Sample ….................................................................................4Macroeconomic Forecasts …...................................................................................7Customers and Channels ….....................................................................................13Marketing Budgets …...............................................................................................20Marketing Leadership …...........................................................................................29Use of AI in Marketing …..........................................................................................42Marketing Jobs …....................................................................................................47Marketing Performance …........................................................................................55The CMO Survey Award for Marketing Excellence ….................................................612025Click to edit title style4The CMO Survey monitors key marketing indicators. Since 2008, marketing spending and performance indicators have been measured to offer benchmarks and insights to the marketing profession. This 34th edition continues to follow these trends while also offering an in-depth examination of "Leading Marketing in a Complex World." This includes leading digital and human resources and managing key relationships within the company. QuestionsInterpretive Guide: B2B = Business-to-Business CompaniesB2C = Business-to-Consumer CompaniesAdministration•Survey was in the field January 21-February 12, 2025.•In 2023, the survey shifted to a Spring and Fall administration. In 2025, the survey moved to a yearly administration. This is reflected in calendar labels used throughout this report. Survey Method2025Click to edit title style536.2%22.2%25.8%15.8%• 2,047 marketing leaders at for-profit U.S. companies• 281 responded for a 13.7% response rate• 99% of respondents are VP-level or aboveSampleSample (n=281)Industry SectorEconomic SectorB2C ServicesB2B ProductB2B ServicesTech / Software / Platform15.7%Healthca