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A recurring tracker of marketing and communications leaders’ sentiment as to the impact they are having on their businesses and the value they are creating.
Those responsible for spending money, from shoppers to business leaders, have been cautious in the last six months; this appears to have dampened marketing’s ability to drive growth in many sectors.
Perceived impact slows. Chief marketing officers (CMOs) and other marketing leaders report a 10-point drop in how they perceive their teams’ impact on the business over the last six months. Multiple factors have affected economic positivity across many sectors and the willingness of customers to spend money in response to clever marketing has dipped in this environment. Note that the CMO believes the CEO’s perception of the marketing team’s impact has also dropped, but the gap is slightly narrower than previous quarters—showing progress in this area.
Even so, 65% report increased impact. Nearly two-thirds of marketers still believe their business impact went up in the last six months. Additionally, alignment with the CEO improves (11point gap vs. 14 points in May). As reported previously, it is a cha
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