Marketing Continues to Make Its Mark on the Business
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CMO+CCO Meter

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.

CMO+CCO Meter, June 2025: Marketing’s Business Impact

Despite uncertainty being the defining characteristic of the last three months, the latest data highlight the positive impact marketing continues to have on the business, with almost 8 in 10 marketing leaders perceiving their impact to have increased or increased significantly.

Marketing Continues to Make Its Mark on the Business

July 18, 2025

CMO+CCO Meter, June 2025: Marketing’s Business Impact

Despite uncertainty being the defining characteristic of the last three months, the latest data highlight the positive impact marketing continues to have on the business, with almost 8 in 10 marketing leaders perceiving their impact to have increased or increased significantly.

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

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