{"id":2022,"slug":"cmo-survey-spring-2025-9-4-percent","title":"Duke/Deloitte/AMA CMO Survey Spring 2025 — marketing = 9.4% of revenue (broader size mix)","kind":"reference","scope":"business","status":"current","audiences":["kevin","candid-team"],"topics":["marketing-spend-benchmarks"],"reference_body":"**Claim:** The Duke/Deloitte/AMA *CMO Survey* (Spring 2025, 34th edition, directed by Prof. Christine Moorman) — n=**281 US for-profit marketing leaders**: \"marketing spending represented **9.4% of total company revenue**, which was up from 7.7% in the Spring 2024 survey.\"\n\n- B2C product ~15.5%\n- B2B services ~9%\n- B2B product ~6.4%\n\nRuns higher than Gartner because of a broader company-size mix (smaller firms spend a higher share of revenue).\n\n**Source:** Duke/Deloitte/AMA *The CMO Survey*, Spring 2025 (34th ed.). Verified.\n\n**Why this matters for Candid:** The CMO Survey is the closer match to SMB economics than Gartner. The 9.4% number is the upper bound of the \"total marketing\" widget tier; Gartner's 7.7% is the lower. Use the range, not a point.","rationale_body":null,"metadata":null,"links":{"outgoing":[],"incoming":[{"slug":"research-brief-smb-widget-spend-benchmarks-june-2026","title":"Research brief: SMB widget spend benchmarks — feasibility of a \"digital-minus-ads\" % of revenue (June 2026)","kind":"reference","scope":"business","link_type":"relates-to"}]},"created_at":"2026-06-23T19:16:01.888Z","updated_at":"2026-06-23T19:16:01.888Z"}