During an October 2023 survey among business-to-business (B2B) marketing and business decision-makers in the United States, almost three-quarters (or 74 percent) of responding chief executive officers (CEOs), chief financial officers (CFOs), and chief operating officers (COOs) agreed that their marketing teams struggled to understand the business outcomes that the C-suite expected to see from their marketing activities. Among vice presidents (VPs) of marketing and chief marketing officers (CMOs), that share stood below 60 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 that marketing teams struggled to understand business outcomes expected by the C-suit 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 that marketing teams struggled to understand business outcomes expected by the C-suit 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 30, 2024, from https://www.statista.com/statistics/1458840/b2b-c-suit-marketers-understand-business-outcomes-united-states/
Walker Sands. "Perception that marketing teams struggled to understand business outcomes expected by the C-suit 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 30, 2024. https://www.statista.com/statistics/1458840/b2b-c-suit-marketers-understand-business-outcomes-united-states/
Walker Sands. (2024). Perception that marketing teams struggled to understand business outcomes expected by the C-suit 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 30, 2024. https://www.statista.com/statistics/1458840/b2b-c-suit-marketers-understand-business-outcomes-united-states/
Walker Sands. "Perception That Marketing Teams Struggled to Understand Business Outcomes Expected by The C-suit 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/1458840/b2b-c-suit-marketers-understand-business-outcomes-united-states/
Walker Sands, Perception that marketing teams struggled to understand business outcomes expected by the C-suit 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/1458840/b2b-c-suit-marketers-understand-business-outcomes-united-states/ (last visited December 30, 2024)
Perception that marketing teams struggled to understand business outcomes expected by the C-suit 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/1458840/b2b-c-suit-marketers-understand-business-outcomes-united-states/
