2025-01-13-德勤-2024年秋季CMO调查报告_78页_2mb

CMO Survey Fall 2024 Report Summary

Introduction
The CMO Survey Fall 2024 edition monitors key marketing indicators since 2008. Sponsorships support the survey but data remains confidential. This summary highlights key trends and insights across various sections, including macroeconomic forecasts, marketing budgets, technology management, AI adoption, digital transformation, marketplace threats, job market changes, leadership roles, growth, and performance.

Key Macroeconomic Forecasts and Spending Trends

• Optimism about the U.S. economy dipped to 63.8 due to inflation, recession threats, and elections. Marketers cut spending by 48.7%, more so in product companies (52.4%) than services (43.5%). Inflation pressures reduced marketing budgets and revenues, with smaller companies more likely to face cuts. Customers acquisition budgets are disproportionately higher than retention budgets.

Marketing Budget Dynamics

• Marketing expenses decreased as a percentage of company budgets (10.1%) and revenues (7.7%) after a recovery in Spring 2024. However, overall spending increased due to digital growth. Growth projections indicate increases in customer experience, branding, and new product introductions. AI investment surged (up 163.4%), boosting productivity and reducing costs. DE&I spending rose to 3.8%, and martech adoption increased with projections of significant spending growth.

Managing Marketing Technology

• Martech usage reached 76.7% among companies, up slightly, with higher adoption in large, high-sales companies. Spending on martech is 19.0% of budgets and expected to grow to 22.8% in a year. Despite widespread use (55.1% of activities), many tools underperform expectations, prompting concerns for future budget allocations.

Use of AI in Marketing

• AI adoption jumped significantly (up 163.4%), used in 13.1% of activities, with Generative AI seeing a 59% increase. Productivity improved by 6.6%, customer satisfaction rose by 6.3%, and overhead costs decreased by 8.9%. B2B Services and Tech sectors lead in AI usage, enhancing strategic time allocation.

Digital Transformation and Privacy

• Digital transformation progress varies, with early stages in B2B Services and Mining. Leadership is primarily with senior marketing figures, but concerns exist that digital efforts may neglect fundamentals. Privacy actions include developing brand policies and sharing notices, responses driven by sectoral priorities and customer trust needs.

Managing Marketplace Threats

• Top threats involve increased competition and consumer behavior changes. Companies cope with a 4.8 average score, facing revenue losses and employee impacts. Responses involve strategic agility, flexibility, optimism, and proactive measures like communication and partnerships.

Marketing Jobs

• Marketing headcount grew by 5.3%, rebounding from previous dips. Predictions for next year's growth are modest (4.0%). Growth fastest in Education and Financial sectors; Mining and Retail experienced shrinkage. Remote work decreased from 48.7% to 37.8%, with DE&I initiatives increasing affordability.

Marketing Leadership

• Senior marketing leaders more frequently participate in earnings calls (mean 4.7) than board meetings (4.4), showing increased involvement. Transparency in data collection and usage practices scored high, with greater focus on future preparation in some small companies.

Marketing Growth

• Revenue growth slowed to 6.7%, while channel partner use increased. Growth strategies remain focused on market penetration (57.4%), product development (19.2%), and market development (17.0%), with Mining excelling in product innovation.

Marketing Performance

• Corporate sales and profits weakened, marked by slow customer retention growth and declining acquisition. B2B Product companies show stronger performance indices. Revenue gains favored smaller firms and specific industries like Pharma.

Overall Conclusions
Marketers face economic headwinds, technology integration challenges, and increasing demands for accountability. However, sectors like Tech and Services show resilience, with AI and digital tools playing pivotal roles in maintaining performance through strategic adaptions.