Global marketers' strategy confidence levels 2024| ��ƽ��

Marketers' attitudes toward their strategy worldwide as of March 2024, by performance level

Characteristic	All respondents	High performers	Moderate performers	Underperformers
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Release date

July 2024

More information

Region

Worldwide

Survey time period

February 4 to March 12, 2024

Number of respondents

4,850 respondents

Special properties

among marketing team leaders, supervisors, managers, directors, CMOs, VPs, or equivalents

Supplementary notes

The source does not specify the survey type.

The source defines "underperformers" as those "moderately or less satisfied with overall outcomes of marketing investments;" "moderate performers" as professionals "highly satisfied with overall outcomes of marketing investments;" and "high performers" as experts "completely satisfied with overall outcomes of marketing investments".

The source surveyed people in Argentina, Australia, Belgium, Brazil, Canada, Chile, Colombia, Denmark, Finland, France, Germany, India, Ireland, Italy, Japan, Mexico, the Netherlands, New Zealand, Norway,Poland, Portugal, Singapore, South Africa, South Korea, Spain, Sweden, Switzerland, Thailand, the United Arab Emirates, the United Kingdom, and the United States.

Multiple answers were possible.

Citation formats

During a 2024 survey among marketing decision-makers worldwide, approximately ** percent of respondents reported having a clear view into marketing's impact on revenue. The same share of interviewees said their marketing strategy significantly impacts sales. Among respondents deemed high performers – completely satisfied with the overall outcomes of their marketing investments – the shares reached ** percent. Meanwhile, less than **** of underperformers – moderately or less satisfied with the investments – expressed the same confidence in marketing's impact on revenue and sales.