德勤咨询：2023年全球CMO调查报告_73页_1mb

Marketing leadership has evolved significantly in the past three years, with roles expanding to include strategic areas like analytics, revenue growth, innovation, and brand building. Despite the pandemic, budget allocations decreased slightly as a percentage of company budget but increased as a percentage of revenues, with digital marketing dominating at over 50% of spending. Key challenges include expanding into new markets, reducing costs, and talent retention, exacerbated by inflation and economic uncertainty. Growth strategies favor organic and low-risk approaches, while strategic metrics like brand differentiation have seen increased use, though tactical metrics remain prevalent. Brand management is critical, with companies primarily using single corporate brands but struggling with cross-functional collaboration, particularly with HR and finance. Leadership prioritizes immediate tasks over future readiness, and areas like social media and mobile marketing show rising investment but modest perceived impact. Marketers face balanced demands for short-term performance and long-term building, with a growing emphasis on technology for organic growth. The report highlights trends from The CMO Survey, March 2023, involving 314 U.S. companies, providing an overview of market dynamics and performance metrics.