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. 

Fall 2023 CMO Navigator

We’re excited to announce the release of the Fall 2023 Edition of our bi-annual CMO Navigator report. In this report, we examine results from a questionnaire fielded to 600 North American CMOs and 1,600 North Americans consumers and undercover insights on sentiment toward present day issues and changes within the that will affect the way brands and businesses plan.  

Specific themes and topics include perceptions of the economic climate, approaches toward media transformation, and views on sustainability and businesses’ responsibilities in advancing it. Read the full report to uncover quality insights and see where CMOs and consumers’ perceptions align and where they differ.  

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Spring 2023 CMO Navigator

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.

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Fall 2022 CMO Navigator

Dentsu's CMO Navigator Wave II surveys marketers’ perceptions of the economic climate and ‘recession readiness,’ DEI priorities and challenges, and strategies for capitalizing on the Web 3.0 future. The report examines how consumers and CMOs' views on a number of topics align (or not) and explores the mindset of the 'Perceptive CMOs' who more closely anticipate changing expectations.

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Summer 2022 CMO Navigator

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.

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