Marketing budget's share in companies' revenues in North America & Europe 2014-2024

According to an annual survey among chief marketing officers (CMOs) in North America and Northern and Western Europe, 7.7 percent of their employers' revenues were allocated to marketing in 2024, down from 9.1 percent a year earlier. In 2016, that share peaked at over 12 percent.

Diversity among CMOs in the United States…

A study fielded in the U.S. revealed that women accounted for half of Fortune 500 companies' CMOs in 2023. Two years before, the share stood at 44 percent. Meanwhile, the percentage of people belonging to historically underrepresented racial or ethnic groups working as CMOs at the same group of organizations reached 12 percent in 2023, down from 14 percent a year earlier.

… and in the United Kingdom

A 2024 survey showed that, on average, the share of women among marketing directors or CMOs in the UK surpassed 53 percent. Despite that female majority, several British companies did not offer a marketing leadership position to begin with. According to the same study, less than two-thirds of UK companies had a CMO or marketing director.