Read full reportThe 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.
For more information and key recommendations for CMOs and B2B marketing professionals, download the full report for FREE now to future-proof your strategy, please click "Read full Report".
Exclusive membership organisation, Factor, has launched a new Research and Advisory arm, aimed at helping both C-Suite leaders and providers in the enterprise and public sectors.
It comes after Factor rebranded at the beginning of the 24/25 financial year, with the new identity representing an expanded vision and commitment to offering top-tier thought leadership and networking opportunities to senior executives across ANZ, Singapore and a number of other countries and regions. Now, the new arm of Factor is being spearheaded by VP and Head of Research Craig Baty and VP of Advisory Partnerships Shayne Arundell.
Factor
With over 30 years of C-level experience in ICT, HR, marketing, sales, operations, market research, and international business, Craig brings a wealth of knowledge and expertise to Factor.
“I’m pleased to be part of Factor’s expansion into Research & Advisory services, and I’m looking forward to sharing actionable insights with our members and providers to guide them on best practices in the market,” says Craig.
Craig has held a number of C-level roles including his own start-up, Global VP Global Marketing and VP Digital Services in Fujitsu Tokyo HQ and CTO & Head of Marketing for APAC. He also served as Distinguished Lead Analyst for ISG and established the Provider Lens research arm in AP. As Group VP and Head of Research for Gartner AP/J and CEO of Gartner Japan he earned the first AP/J Gartner Thought Leadership award, established what is now Gartner for Marketing, and pioneered the Gartner SWOT analysis methodology.
Factor
While, Shayne Arundell, a seasoned leader with a proven track record of success in the APAC region. Bringing over 15 years of Partnerships experience to Factor from FMCG, Fintech and Research and Advisory industries.
Shayne is also a Gartner alumni, previously serving as Director of Enterprise Sales, and as APAC Vice President for Intelligence Cloud at Korn Ferry, both being leading global consulting firms.
“Factor is the newest leader in advisory, backed by fiercely local insights, from an extensive market research database you won’t see anywhere else,” Shayne explains.
Within our expertise Factor will cover a range of topics, including, but not limited to:
- Artificial Intelligence and Machine Learning
- Cyber Security
- 5G Landscape
- Hybrid Cloud
- Technology Profitability
- AU Fintech
- Digital Transformation and Enablement
- CX, EX, UX
Both Craig and Shayne are supported by Factor’s team of experts and analysts, including Director of Insights and Value, Darren Adams, who is a highly regarded professional in the APAC data and analytics space, drawing on his experience in communications, client relations, B2B marketing, data and strategy in the technology sector.
“People are at the heart of everything we do at Factor, and data is our key in transforming their interactions into understandings. I'm excited to share cutting-edge insights and understanding with our community, to help foster deeper, lasting and beneficial connections,” Darren says.
While Factor’s Editor-In-Chief, Madeline Palmer, an expert media professional, oversees a broad range of strategic, editorial, and managerial tasks to ensure the production and dissemination off high-quality research content.
“Our new membership app will be one-stop shop for all technology leaders to connect and learn through events, advisory and multi-media content, and I am looking forward to being part of that journey,” says Madeline.
The Directions™ portal on Factor’s new membership app is a cutting-edge platform, allowing users explore a repository of reports and other content, as well as create their own research visualisations with Factor’s existing database.
Factor’s CEO and founder, Josh Heid, says this new phase for the company is something he’s been working towards for quite some time.
“After six incredible years of empowering and enabling leaders, our rebrand as Factor, coupled with the launch of our Research and Advisory arm, is about offering our members and providers with the best services and products the market can offer,” Josh explains. “I’m very proud of the team at Factor and what we have built.”
For more information about Factor’s new Research and Advisory offerings click below.