Duke/Deloitte/AMA CMO Survey Spring 2025 — marketing = 9.4% of revenue (broader size mix)
Created 2026-06-23
Summary
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."
- B2C product ~15.5%
- B2B services ~9%
- B2B product ~6.4%
Runs higher than Gartner because of a broader company-size mix (smaller firms spend a higher share of revenue).
Source: Duke/Deloitte/AMA The CMO Survey, Spring 2025 (34th ed.). Verified.
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.