Table of contents
Looking for a CMO survey or report? We’ve pulled together all of the top CMO survey reports and studies from all of the well-known consulting and research firms, all in one place. If you’re pulling these findings into your own reporting, our guide to building a digital marketing report covers how to connect the data to your growth strategy.
CMO surveys at a glance
| Survey | Publisher | Frequency | Latest sample size | Focus area |
|---|---|---|---|---|
| The CMO Survey (US) | Duke Fuqua, Deloitte, American Marketing Association | Annual (biannual before 2025) | 308 marketing leaders | Marketing spend, staffing, leadership, AI adoption |
| The CMO Survey (UK) | London Business School Leadership Institute | Ad hoc, no fixed schedule (last confirmed: March 2023) | UK marketing leaders, sample size not published in the topline summary | UK marketing spend, jobs, performance |
| PwC Pulse Survey | PwC | Multiple times a year | 83 CMOs (of 678 executives surveyed) | Business risk, executive sentiment, strategic priorities |
The CMO Survey (US Edition)
Directed by Duke University’s Christine Moorman and run since 2008 with sponsor partners Deloitte and the American Marketing Association, the CMO Survey is one of the most recognised of the CMO surveys. It moved from a twice-yearly to a single annual edition from 2025 onwards, and is now in its 35th Edition, fielded 7-29 January 2026 among 308 marketing leaders at US for-profit companies (97% VP-level or higher).
The report covers priorities and plans around marketing staffing, budgeting, areas of investment, and — in this edition — AI adoption and impact.
The CMO Survey collects and disseminates the opinions of marketing leaders in order to predict the future of markets, track marketing excellence, and improve the value of marketing in organizations and in society. Founded in 2008, it is the longest running non-commercial survey for and about the field of marketing.
Survey includes 3 main reports:
Topics include:
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Customers and channels
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Marketing spending
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Managing digital marketing returns
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Marketing jobs
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Marketing analytics
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Marketing performance
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Marketing leadership
If you’re turning findings like these into an action plan, our guide to the growth marketing manager role covers how that priority-setting works day to day.
The CMO Survey (UK Edition)
Whilst the CMO Survey (above) is focused on the US, The Leadership Institute at London Business School partnered on a UK edition. The most recent confirmed edition is the 3rd, published March 2023; we could not find a newer edition at the time of writing, and the London Business School page that previously hosted the survey no longer carries survey-specific content, so treat 2023 as the latest available rather than an actively updated study.
This 3rd Edition of The CMO Survey UK, “Managing Brand, Growth, and Metrics,” provides the marketing profession with an understanding of how marketing activities, spending, jobs, and performance have evolved, with a comparison to the study of U.S. marketing leaders that has been running since 2008.
The CMO Survey UK, March 2023
UK Survey includes:
A large number of survey participants are from the following organisations: CMO Growth Council, Deloitte, ISBA, Marketing Week, The Chartered Institute of Marketing, The Marketing Society, tml Partners, and Walpole.
If you’re hiring for this remit, our guide to the growth marketing specialist role covers what to look for.
PwC Pulse Survey
The PwC Pulse survey is conducted across hundreds of US executives across finance, human resources, risk, operations, technology and marketing. Respondents are from public and private companies across various sectors.
Although the survey targets a wide range of business executives, CMOs and marketing leaders account for approximately 12% of responses (83 individuals) and the CMO findings are presented separately.
Our latest PwC Pulse Survey, fielded May 1 to May 8, 2025, surveyed 678 executives and board members from Fortune 1000 and private companies about the current business environment, the risks executives are facing and their company’s strategic plans and priorities. Of the respondent pool, 83 are CMOs.
https://www.pwc.com/us/en/executive-leadership-hub/library/business-outlook-100-days-cmo.html
Insights and reports include PwC and PwC sponsored content:
See our guide to B2B marketing channels for how CMOs are allocating this spend across channels.
About Growth Method
Reading three different CMO surveys side by side to find the one stat that matters to your team is exactly the kind of research busywork AI should be doing for you, not the other way round. Growth Method is the agentic marketing platform for B2B teams: plan a campaign as a testable hypothesis grounded in your own numbers, launch it with the before-metrics already recorded, and let agents read the results against your actual growth goal instead of a benchmark from someone else’s survey.
We are on-track to deliver a 43% increase in inbound leads this year. There is no doubt the adoption of Growth Method is the primary driver behind these results.
Laura Perrott, Colt Technology Services
Get started to turn what you learn from surveys like these into a measured campaign of your own.
Frequently asked questions
What’s the difference between The CMO Survey, The CMO Survey UK, and the PwC Pulse Survey?
The CMO Survey (US) is an academic survey of US marketing leaders run by Duke University’s Fuqua School of Business with Deloitte and the American Marketing Association, focused on marketing spend, staffing and leadership. The CMO Survey UK is its London Business School-run counterpart for UK marketing leaders. The PwC Pulse Survey is a broader executive sentiment survey across the C-suite, with CMO findings reported as a subset rather than a dedicated survey.
How often is each CMO survey published?
The CMO Survey (US) moved from twice a year to a single annual edition from 2025 onwards. The CMO Survey UK has run occasionally rather than on a fixed schedule, with its most recent confirmed edition in March 2023. The PwC Pulse Survey is fielded multiple times a year as a rolling pulse check on executive sentiment.
What sample size does each CMO survey use?
The CMO Survey’s 35th edition (Spring 2026) polled 308 marketing leaders at US for-profit companies, 97% of them VP-level or higher. The CMO Survey UK’s 3rd edition surveyed UK marketing leaders alongside its US comparison. The PwC Pulse Survey’s May 2025 edition surveyed 678 executives in total, of whom 83 were CMOs.
Which CMO survey is most relevant for B2B marketing leaders?
The CMO Survey (US) breaks results out by B2B versus B2C company type, making it the most directly useful of the three for B2B marketing leaders benchmarking spend, staffing and AI adoption against peers. The PwC Pulse Survey is useful for a broader C-suite sentiment read, and The CMO Survey UK for a UK-specific comparison.
Is The CMO Survey UK still running?
We could not find a confirmed edition of The CMO Survey UK since its 3rd edition in March 2023, and the London Business School page that previously hosted it no longer carries survey-specific content. Treat the 2023 findings as the most recent available rather than assuming an active, regularly updated survey.