Perception of a C-suit's evaluation of marketing success more based on key business outcomes compared to 2019 according to business versus marketing decision-makers at business-to-business (B2B) organizations in the United States as of October 2023
Characteristic
Share of respondents
-
-
-
-
The chart is not accessible to screen readers. Please switch to the table view to access the data.
You need a ÌÇÐÄÆƽâ°æ Account for unlimited access
* Including 152 VPs of marketing and CMOs (i.e., marketing decision-makers) and 51 CEOs, CFOs, and COOs (i.e., business decision-makers) working at B2B companies with annual revenues surpassing 25 million U.S. dollars.
Citation formats
B2B C-suit vs marketers' notion of marketing success measurement in the U.S. 2023
During an October 2023 survey among business-to-business (B2B) marketing and business decision-makers in the United States, nearly all (or ** percent) of responding chief executive officers (CEOs), chief financial officers (CFOs), and chief operating officers (COOs) agreed that they and their teams more heavily evaluated marketing success based on its contributions to key business outcomes compared to 2019. Among vice presidents (VPs) of marketing and chief marketing officers (CMOs), that share stood below ** percent. According to the same study, most marketers thought that misaligned marketing and business goals were the main obstacle in trying to demonstrate the value of marketing efforts to the C-suit.
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how ÌÇÐÄÆƽâ°æ can support your business.
Walker Sands. (February 28, 2024). Perception of a C-suit's evaluation of marketing success more based on key business outcomes compared to 2019 according to business versus marketing decision-makers at business-to-business (B2B) organizations in the United States as of October 2023 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 04, 2026, from /statistics/1458838/b2b-c-suit-marketers-marketing-success-measurement-united-states/
Walker Sands. "Perception of a C-suit's evaluation of marketing success more based on key business outcomes compared to 2019 according to business versus marketing decision-makers at business-to-business (B2B) organizations in the United States as of October 2023 ." Chart. February 28, 2024. ÌÇÐÄÆƽâ°æ. Accessed August 04, 2026. /statistics/1458838/b2b-c-suit-marketers-marketing-success-measurement-united-states/
Walker Sands. (2024). Perception of a C-suit's evaluation of marketing success more based on key business outcomes compared to 2019 according to business versus marketing decision-makers at business-to-business (B2B) organizations in the United States as of October 2023 . ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 04, 2026. /statistics/1458838/b2b-c-suit-marketers-marketing-success-measurement-united-states/
Walker Sands. "Perception of a C-suit's Evaluation of Marketing Success More Based on Key Business Outcomes Compared to 2019 According to Business versus Marketing Decision-makers at Business-to-business (B2b) Organizations in The United States as of October 2023 ." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 28 Feb 2024, /statistics/1458838/b2b-c-suit-marketers-marketing-success-measurement-united-states/
Walker Sands, Perception of a C-suit's evaluation of marketing success more based on key business outcomes compared to 2019 according to business versus marketing decision-makers at business-to-business (B2B) organizations in the United States as of October 2023 ÌÇÐÄÆƽâ°æ, /statistics/1458838/b2b-c-suit-marketers-marketing-success-measurement-united-states/ (last visited August 04, 2026)
Perception of a C-suit's evaluation of marketing success more based on key business outcomes compared to 2019 according to business versus marketing decision-makers at business-to-business (B2B) organizations in the United States as of October 2023 [Graph], Walker Sands, February 28, 2024. [Online]. Available: /statistics/1458838/b2b-c-suit-marketers-marketing-success-measurement-united-states/
