The CMO Survey

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.

Key conversations

1. 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.
2. 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.
3. 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.
4. 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.

Statistics that stand out