How are North American CMOs' mindsets and strategies evolving?
In a world where brands are increasingly being seen by the public as platforms for change, do CMOs’ views on their mandate align with consumers’ expectations? How are CMOs preparing their brands for what's next in an environment where business is increasingly being disrupted by global crises? To what extent do marketers reflect evolving consumer sentiment?
Dentsu's bi-annual survey reports on the priorities, opportunities, challenges and areas of investment that are top of mind for North American CMOs. The research is managed by B2B International, a specialist business-to-business market research consultancy within dentsu.
2023 CMO Navigator | Wave 3
In our third wave of this report, we explore how North American CMOs remain optimistic and continue to believe that marketing has grown in importance, despite being in an uncertain economic environment. The report also explores CMOs’ attitudes toward innovation, aiming to understand what actions they take, the investments they make, and the individuals and partners they turn to in order to further their organizations’ innovation muscle.Download report
2022 CMO Navigator | Wave 2
In an uncertain economic environment, North American CMOs remain optimistic and continue to believe that marketing has grown in importance. The second Wave of the dentsu CMO Navigator reports on the priorities, opportunities, challenges and areas of investment that are top of mind for North American CMOs.Download report
2022 CMO Navigator | Wave I
The first CMO Navigator report from dentsu analyzes the evolving mindset of marketing leaders in the U.S. and Canada. Now accountable for a broader set of business metrics, CMOs emphasize how critical innovation is for their success and envision a future role of marketing as an agent of business transformation.
This report uncovers a new breed of CMOs – the Perceptive CMOs – who are more successful than their peers by calibrating their strategies at the intersection of where consumer wants and business needs overlap.Download report