Gartner Research

Survey Analysis: Three Types of CMOs and the Top Metrics They Track

Published: 11 February 2019

ID: G00378218

Analyst(s): Anna Maria Virzi , Jason McNellis


Marketing priorities and maturity are distinguished by the most important metrics tracked by CMOs in their marketing dashboard. Marketing leaders responsible for analytics can accelerate progress on achieving their objectives by recognizing the segment they’re aligned with.

Table Of Contents

Survey Objective

Data Insights

  • Forty Percent of ROI-Focused CMOs Rate Their Organizations at Advanced or Master Levels of Marketing Maturity
  • ROI-Focused Respondents Spend a Larger Share of the Marketing Budget on Digital Advertising and Digital Commerce Than Others
    • Emerging Martech Aims to Improve Link Between Brand Awareness, ROI
  • Shared Responsibilities Encourage Marketers to Think (and Communicate) About ROI
  • Over 20% of “Metrics Medley” CMOs Plan to Cut Spending on Customer Experience Initiatives in 2019 — More Than Others
  • Methodology
  • Definitions

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