Top trends from The CMO Survey [REPORT]

The latest edition of The CMO Survey features responses from 316 senior marketing executives on the current landscape and trends marketing leaders and stakeholders are observing. The survey dives into a decline in the use of channel partners, a rise in digital marketing spend, and an alignment between marketing and sales leaders.

Influencer usage in marketing strategy is expected to grow by 109% in three years to reach 12.2% of marketing budgets. The survey also highlights a disintermediation trend, reporting a large decline in companies using channel partners over the past decade. The shift towards going directly to market has an apparent effect on the nature of partner relationships with a dramatic increase in expected partner price per unit. In this ever-changing landscape, senior marketing leaders are finding it challenging to demonstrate the impact of marketing actions on financial outcomes (61.2%) and to communicate the role of the brand in business decisions (45.3%). Many senior marketing leaders are filling the gaps by remaining closely aligned with sales leaders on goals, strategies, and data.

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