CMO - Wave of Change™ February 2025

The role of the CMO is evolving faster than ever. Our latest CMO Wave of Change Report reveals the biggest challenges, trends, and opportunities shaping B2B marketing in 2025. Discover how top marketing leaders are navigating AI adoption, shifting buyer behaviors, and the fight for ROI - and what it takes to stay ahead. Packed with exclusive insights from 180 CMOs from Factor’s CMO Day in February 2025, this report is your roadmap to driving impact, aligning with sales and finance, and proving marketing’s value in the boardroom.

‍Key Findings:

Shifting CMO Influence

• Only 44% of CMOs are direct decision-makers, down from 52% in 2023.
• Marketing strategy is increasingly influenced by CEOs (29%), sales leaders (27%), and finance teams (9%).

Top Challenges

• ROI measurement (22%) remains the biggest challenge.
• Budget constraints (23%) limit marketing impact.
• Poor sales alignment (46%) is a major revenue roadblock.

AI Adoption Gap

• 56% of CMOs see themselves as innovators, yet 79% of companies are still in AI pilot stages.
• 70% of marketers lack training to maximize AI impact.

Evolving B2B Buying Behavior

• 50% of younger buyers consult 10+ external sources before making decisions.
• Social media and peer networks are growing in influence.
• By 2026, 60% of large B2B purchases (>US$1M) will occur via digital self-service.

Content Marketing Shifts

• 58% of B2B marketers rank video as the most effective content format.
• Influencer marketing and interactive content are rising in importance.

Marketing’s Internal Perception Challenge

• CMOs struggle to communicate their business value internally.
• Only 56% of CEOs integrate marketing into financial goal-setting.