Perception that marketing teams struggled to understand business outcomes expected by the C-suit 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
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* 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' opinions on business outcome expectations in the U.S. 2023
During an October 2023 survey among business-to-business (B2B) marketing and business decision-makers in the United States, almost three-quarters (or ** percent) of responding chief executive officers (CEOs), chief financial officers (CFOs), and chief operating officers (COOs) agreed that their marketing teams struggled to understand the business outcomes that the C-suite expected to see from their marketing activities. 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.
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Walker Sands. (February 28, 2024). Perception that marketing teams struggled to understand business outcomes expected by the C-suit 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 July 31, 2026, from /statistics/1458840/b2b-c-suit-marketers-understand-business-outcomes-united-states/
Walker Sands. "Perception that marketing teams struggled to understand business outcomes expected by the C-suit 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 July 31, 2026. /statistics/1458840/b2b-c-suit-marketers-understand-business-outcomes-united-states/
Walker Sands. (2024). Perception that marketing teams struggled to understand business outcomes expected by the C-suit 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: July 31, 2026. /statistics/1458840/b2b-c-suit-marketers-understand-business-outcomes-united-states/
Walker Sands. "Perception That Marketing Teams Struggled to Understand Business Outcomes Expected by The C-suit 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/1458840/b2b-c-suit-marketers-understand-business-outcomes-united-states/
Walker Sands, Perception that marketing teams struggled to understand business outcomes expected by the C-suit according to business versus marketing decision-makers at business-to-business (B2B) organizations in the United States as of October 2023 ÌÇÐÄÆƽâ°æ, /statistics/1458840/b2b-c-suit-marketers-understand-business-outcomes-united-states/ (last visited July 31, 2026)
Perception that marketing teams struggled to understand business outcomes expected by the C-suit 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/1458840/b2b-c-suit-marketers-understand-business-outcomes-united-states/
