During an October 2023 survey among business-to-business (B2B) marketing and business decision-makers in the United States, nearly all (or 98 percent) of responding chief executive officers (CEOs), chief financial officers (CFOs), and chief operating officers (COOs) agreed that they and their teams more heavily evaluated marketing success based on its contributions to key business outcomes compared to 2019. Among vice presidents (VPs) of marketing and chief marketing officers (CMOs), that share stood below 80 percent. According to the same study, most marketers thought that misaligned marketing and business goals were the main obstacle in trying to demonstrate the value of marketing efforts to the C-suit.
Perception of a C-suit's evaluation of marketing success more based on key business outcomes compared to 2019 according to business versus marketing decision-makers at business-to-business (B2B) organizations in the United States as of October 2023
* Including 152 VPs of marketing and CMOs (i.e., marketing decision-makers) and 51 CEOs, CFOs, and COOs (i.e., business decision-makers) working at B2B companies with annual revenues surpassing 25 million U.S. dollars.
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Walker Sands. (February 28, 2024). Perception of a C-suit's evaluation of marketing success more based on key business outcomes compared to 2019 according to business versus marketing decision-makers at business-to-business (B2B) organizations in the United States as of October 2023 [Graph]. In Statista. Retrieved December 21, 2024, from https://www.statista.com/statistics/1458838/b2b-c-suit-marketers-marketing-success-measurement-united-states/
Walker Sands. "Perception of a C-suit's evaluation of marketing success more based on key business outcomes compared to 2019 according to business versus marketing decision-makers at business-to-business (B2B) organizations in the United States as of October 2023 ." Chart. February 28, 2024. Statista. Accessed December 21, 2024. https://www.statista.com/statistics/1458838/b2b-c-suit-marketers-marketing-success-measurement-united-states/
Walker Sands. (2024). Perception of a C-suit's evaluation of marketing success more based on key business outcomes compared to 2019 according to business versus marketing decision-makers at business-to-business (B2B) organizations in the United States as of October 2023 . Statista. Statista Inc.. Accessed: December 21, 2024. https://www.statista.com/statistics/1458838/b2b-c-suit-marketers-marketing-success-measurement-united-states/
Walker Sands. "Perception of a C-suit's Evaluation of Marketing Success More Based on Key Business Outcomes Compared to 2019 According to Business versus Marketing Decision-makers at Business-to-business (B2b) Organizations in The United States as of October 2023 ." Statista, Statista Inc., 28 Feb 2024, https://www.statista.com/statistics/1458838/b2b-c-suit-marketers-marketing-success-measurement-united-states/
Walker Sands, Perception of a C-suit's evaluation of marketing success more based on key business outcomes compared to 2019 according to business versus marketing decision-makers at business-to-business (B2B) organizations in the United States as of October 2023 Statista, https://www.statista.com/statistics/1458838/b2b-c-suit-marketers-marketing-success-measurement-united-states/ (last visited December 21, 2024)
Perception of a C-suit's evaluation of marketing success more based on key business outcomes compared to 2019 according to business versus marketing decision-makers at business-to-business (B2B) organizations in the United States as of October 2023 [Graph], Walker Sands, February 28, 2024. [Online]. Available: https://www.statista.com/statistics/1458838/b2b-c-suit-marketers-marketing-success-measurement-united-states/
