The role of chief marketing officers (CMOs) in the United States

Statistics report on the role of CMOs in the U.S.

The role of chief marketing officers (CMOs) in the United States

A compilation of the latest statistics on the role of chief marketing officers (CMOs) in the United States. The study provides a global and North American overview of senior marketing leaders before profiling U.S. CMOs and the perception of their job positions. It includes statistical data on marketing budget administration and CMOs' leading challenges. Two final spotlight chapters highlight CMOs' relationship with artificial intelligence (AI) and the specificities of business-to-business (B2B) CMOs.

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Table of contents

Global & regional overview

8
  • Premium Statistic Attitudes of CMOs toward branding and creativity worldwide 2024
  • Premium Statistic Leading future-predicting inputs used by CMOs worldwide 2024
  • Premium Statistic Leading characteristics of a creative brand experience for CMOs worldwide 2024
  • Premium Statistic Leading tactics in which CMOs had already invested worldwide 2024
  • Premium Statistic Share of CMOs who want to increase vs. decrease digital ad spend 2023, by format
  • Premium Statistic Marketing budget's share in companies' revenues in North America & Europe 2014-2024
  • Premium Statistic Marketing budgets' share in North America & Europe 2017-2024, by segment
  • Premium Statistic People most skeptical of marketing at their companies in North America & Europe 2024

U.S. CMOs profile

5
  • Basic Statistic Average tenure of CMOs at the leading 100 advertisers in the U.S. 2004-2023
  • Basic Statistic Median annual wages of advertising, promotions, & marketing managers in the U.S. 2023
  • Basic Statistic Employment change for ad, promotions, and marketing managers in the U.S. 2023-2033
  • Basic Statistic Percentage of women among Fortune 500 CMOs in the U.S. 2021-2023
  • Basic Statistic Share of underrepresented ethnic groups among Fortune 500 CMOs in the U.S. 2021-2023

Perception of CMOs' role

7
  • Premium Statistic CEOs' opinion on CMOs with short tenures in the U.S. 2021-2023
  • Premium Statistic Share of CEOs aware that CMOs had the C-suite's shortest tenure in the U.S. 2021-2023
  • Premium Statistic CEOs' assessment of their CMOs in the U.S. 2021-2023
  • Premium Statistic Leading problems CEOs wanted marketing to help them solve in the U.S. 2023
  • Premium Statistic Marketing's primary responsibilities in companies according to CMOs in the U.S. 2024
  • Premium Statistic Marketing function's top primary roles according to CMOs in Canada & the U.S. 2023
  • Premium Statistic Share of CMOs' prioritizing customer trust for the next year in the U.S. 2024

Budget administration

8
  • Premium Statistic Share of company's revenue spent on marketing according to CMOs in the U.S. 2011-2024
  • Premium Statistic Marketing spend as a share of companies' total budgets in the U.S. 2024, by industry
  • Premium Statistic Expected change in marketing spending according to CMOs in the U.S. 2012-2025
  • Premium Statistic Online marketing & offline ad spend change according to CMOs in the U.S. 2012-2024
  • Premium Statistic Change in total and digital marketing spending in the U.S. 2024, by industry
  • Premium Statistic Share of marketing budgets devoted to socials in the U.S. 2024, by economic sector
  • Premium Statistic Investments pursued by CMOs to earn consumers' attention in Canada & the U.S. 2023
  • Premium Statistic Marketing budget for business sustainability efforts CMOs Canada & U.S. 2023

Challenges

4
  • Premium Statistic Business results CMOs considered themselves mainly accountable for in the U.S. 2023
  • Premium Statistic Top external challenges CMOs expected to face in Canada & the U.S. 2023
  • Premium Statistic Most challenging media transformations according to CMOs in Canada & the U.S. 2023
  • Premium Statistic Leading challenges according to CMOs of for-profit companies in the U.S. 2023

Spotlight: CMOs & A.I.

5
  • Premium Statistic Attitudes of CMOs toward generative artificial intelligence (GenAI) worldwide 2024
  • Premium Statistic Business adoption levels of AI globally according to CEOs & CMOs 2023
  • Premium Statistic Expected effects of generative AI among CMOs in North America, Europe & Asia 2023
  • Premium Statistic Perceived impact of generative AI among CMOs in North America, Europe & Asia 2023
  • Premium Statistic Top plans to prioritize focus on AI according to CMOs in Canada & the U.S. 2023

Spotlight: B2B CMOs

5
  • Premium Statistic Leading GTM areas of responsibility afforded to B2B CMOs worldwide 2024
  • Premium Statistic Leading metrics reported by B2B CMOs during board meetings worldwide 2024
  • Premium Statistic Share of B2B company's revenue spent on marketing in the U.S. 2024, by company type
  • Premium Statistic Most important aspects of the CMO role according to B2B2C CMOs in the U.S. 2024
  • Premium Statistic Areas in which B2B2C CMOs would like financial firms to invest more in the U.S. 2024
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