B2B tech CMOs face pressure to prove ROI amid wider remits

New research has revealed that B2B technology CMOs are experiencing increased pressure to demonstrate return on investment amid shrinking budgets and expanding responsibilities.

The CMO Survey 2025, conducted by Touchdown PR with Freeform Dynamics and Radma Research, found that 53% of chief marketing officers working in B2B technology sectors report heightened demands for ROI compared to levels before the pandemic period. The survey also highlights that 56% of CMOs are facing increased complexity in their roles while 47% have seen a growth in the scope of their responsibilities.

Shifting priorities

Despite the broadening remit, traditional priorities remain central, with the majority focused on market awareness (94%), lead generation (77%), and public relations (76%). Nevertheless, the review reveals that many CMOs are now also expected to take on tasks in sales and channel enablement, as well as collaborate more closely with other departments within their organisations.

The modern CMO, according to the report, is now balancing a broader set of demands, frequently with constrained time and financial resources. AI technology is playing an increasingly prominent role, with 79% of respondents stating they are either using or piloting AI tools. Generative AI adoption, in particular, is progressing, offering advantages in content production, personalisation, and generating new ideas.

AI adoption and concerns

However, a significant proportion of participants expressed concerns about reliance on AI. According to the findings, 49% of CMOs are worried about the quality and integrity of data associated with AI usage, while more than one third are cautious about diminishing the human element in marketing activities. The survey concludes: "The findings highlight the importance of developing a defined AI strategy for marketing, informed by collaboration with data, security, and application specialists."

Measuring marketing impact

Budgetary constraints remain a critical challenge, driving debate over where funding should be directed. Lead generation is the current spending priority for most, but two-thirds of CMOs anticipate an eventual balance in focus between demand generation and lead generation, which they attribute to persistent economic uncertainty.

Despite the attention on outcomes, the survey identifies ongoing weaknesses in measurement. Whilst 70% of respondents track sales qualified leads and 64% monitor marketing qualified leads, only 30% reported measuring customer acquisition costs. Just 50% assess campaign-level ROI. As the survey notes, "this disconnect makes it difficult to link marketing investments directly to business impact." Brand metrics are tracked by only 38%, leaving brand-building efforts frequently under-prioritised.

Challenges with analysis and technology

A lack of time is cited as the largest barrier to necessary analysis, with 47% of CMOs claiming insufficient capacity to fully assess marketing performance. This is compounded by technological issues, where existing systems often fail to deliver integrated or actionable insights. The report emphasises: "These roadblocks suggest that investment in analytics and reporting capabilities must match the focus placed on campaign execution."

Customer engagement trends

With regards to customer engagement, the findings indicate that traditional product collateral is being overtaken by thought leadership and content focused on industry issues. Direct engagement channels are regarded as highly valuable by a majority of CMOs: 83% said events such as roundtables and webinars are important, and 73% similarly valued thought leadership materials. The survey highlights: "The findings confirm that direct relationships and relevant communications continue to be central to B2B marketing success."

Diversity of the CMO role

The survey underscores that there is no single model for today's B2B technology CMO. The role must adapt to each company's maturity, market position, and culture. What remains constant is the need for alignment between marketing and business priorities, rigorous measurement of outcomes, and clear, meaningful communication of marketing's value to stakeholders.