2025 Marketing Investment Trends

New research reveals how today’s CMOs are driving growth

Deloitte Digital’s latest study uncovers how 1,395 U.S. marketing leaders are navigating today’s shifting landscape—where expectations are rising, but budgets often aren’t.

The report dives deep into how CMOs are prioritizing budgets, structuring teams, defining KPIs, and selecting technologies to meet business goals. It reveals what’s working, what’s not, and where the most effective investments are happening across industries.

Key findings include:

Martech drives measurable growth. Organizations that invest more in marketing technology than in working media (e.g., digital ads, events, sponsorships) report 18% higher sales lift from marketing and 7% greater overall revenue growth.
Budgets don’t match expectations. Many CMOs are expected to fuel growth while working with stagnant or inflation-eroded budgets. Over 60% of marketing budgets are still based on prior-year spending or enterprise revenue—not on performance or potential ROI.

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