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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.
As chief marketing officers (CMOs) and other marketing leaders seek to drive the business forward and win new customers, the resources at their disposal are critical to success. Improving the efficiency and effectiveness of these resources is key to profitable growth. How do CMOs feel about available resources as they look ahead to the next six months?
Tools keep getting better. Satisfaction with the tools that help marketing boost business impact continues to improve. These include data analytics, workflow management platforms, research tools, and creative applications—all of which benefit from the continued adoption of AI. Compared to November 2022 when only 28% of marketers felt well supported by their tools, there is a significant improvement to 48%. ChatGPT became widely available just after the November 2022 survey was taken; it may not be the cause of this trend but certainly there is a correlation. Also note a rise in budget correlates with increased satisfaction with tools.
Is talent keeping up with the tools? A slight dip in satisfaction with the team may be an early indicator of a recurring issue in conversations with CMOs—the need for talent to adopt and adapt to the next generation of marketing tools to reap the rewards. Again, compare this t
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