Marketing Continues to Make Its Mark on the Business

Trusted Insights for What’s Ahead^®

• Perceived impact remains high. Despite the uncertain business environment, marketing has sustained its impact. The CMO+CCO Meter shows a slight decline in marketers’ perception of the marketing team’s impact on the business (down six points) as the “tariff to-and-fro” impacted consumer confidence, which in turn affected marketing plans.
• Varying perceptions of CEO views. Marketing leaders’ interpretation of how their CEO sees the impact of marketing remains choppy. Over the last six waves, we see the seesaw effect in this metric, but the overall trend is upward. CEOs rightfully keep pushing marketing for continuous improvement, and this reinforces the importance of