The CMO Barometer 2021: What moves the marketing elite?

The “CMO Barometer” is an annual study by the Serviceplan Consulting Group and Facit Research, that provides answers to questions that move the marketing elite. It is based on an online survey of marketing executives from companies of all industries and sizes.


This year, 271 CMOs from the most important companies in Germany, Austria and Switzerland participated - over 100 more than last year. This fall, the study is also being carried out in other European countries including Belgium. The CMO Barometer’s questions deal with CMOs’ assessments of current marketing trends, the most important CMO tasks, their role today and in the future, Corona-related changes in everyday life, and the CMO’s role in companies’ transformation agendas.

The results show that digitization has never had such high urgency for CMOs. While it is not a new topic, it has nevertheless rapidly gained speed through Corona. Secondly, being close to people, be it customers or your own employees, is key in times of crisis. Sustainability and brand purpose also remain core topics, even in economically difficult times. Lastly, being able to react agilely to changing circumstances and needs is becoming a decisive factor for CMO success, who becomes the driver of the transformation agenda.

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