U.S. B2B CEOs' marketing success perception 2023

During an October 2023 survey among business-to-business (B2B) marketing and business decision-makers in the United States, nearly all (or 98 percent) of responding chief executive officers (CEOs), chief financial officers (CFOs), and chief operating officers (COOs) agreed that they and their teams more heavily evaluated marketing success based on its contributions to key business outcomes compared to 2019. Among vice presidents (VPs) of marketing and chief marketing officers (CMOs), that share stood below 80 percent. According to the same study, most marketers thought that misaligned marketing and business goals were the main obstacle in trying to demonstrate the value of marketing efforts to the C-suit.

Perception of a C-suit's evaluation of marketing success more based on key business outcomes compared to 2019 according to business versus marketing decision-makers at business-to-business (B2B) organizations in the United States as of October 2023

Characteristic	Share of respondents
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Release date

February 2024

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Region

United States

Survey time period

October 5 to 20, 2023

Number of respondents

203*

Method of interview

Online survey

Supplementary notes

* Including 152 VPs of marketing and CMOs (i.e., marketing decision-makers) and 51 CEOs, CFOs, and COOs (i.e., business decision-makers) working at B2B companies with annual revenues surpassing 25 million U.S. dollars.

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