This 27th Edition of The CMO Survey finds that marketing leaders are taking on more responsibilities as their companies rise to meet the ongoing challenge of COVID-19 and associated digital and go-to-market opportunities. Digital marketing spending reached 58% of marketing budgets, reflecting 15.8% growth over the last year. With this increase, marketing leaders have been asked to lead their companies’ digital marketing transformations in 73% of companies, take on a larger share of responsibility in strategic marketing activities across the company, and assist in the preparation for board meetings and earning calls at levels higher than expected. 

Survey questions probe actions marketing leaders take when making the case for marketing spending and when using marketing to pursue growth opportunities. The level of pressure from the CEO, CFO, and Board to prove the impact of marketing is reported as well as how consistently over two dozen metrics are used to demonstrate marketing returns. 

Drawing on the power of The CMO Survey’s longitudinal view, this edition also examines marketing spending and performance over time and specific growth strategies used. Insights related to marketing spending and strategies related to Diversity, Equity, and Inclusion are documented as well as marketing leaders’ views on how the work-from-home versus work-from-office debate will affect their marketing employee ranks. 

I hope these observations, insights, and benchmarks will be useful to you and your company. Special thanks to all the marketing leaders who gave their time and good will to make these findings possible.