30 Statistics CMOs Need to Know to Crush 2025

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2025 is shaping up to be a pivotal year for CMOs. One of the greatest challenges will be staying ahead of the competition when it comes to using AI, as the technology rapidly evolves and transforms the way we work. In addition, consumers are demanding personalisation at every phase of the journey — marketers who fail to provide seamless customer experiences will eat the competition’s dust. That’s not all — CMOs must navigate a shifting regulatory landscape that has placed tight restrictions on third-party tracking cookies.

One of the bright spots is that paid media budgets are beginning to rebound for the first time since the pandemic, giving CMOs more ad dollars to run their programs. However, this comes with a caveat — CFOs want to see the returns. There has never been so much focus on attributing marketing dollars to revenue growth and customer acquisition.

In this post, we’ve collected some key statistics to help CMOs guide their 2025 strategies and navigate the rugged terrain ahead.

Paid Media Statistics

91% of marketing leaders say their paid media budget has increased over the past year (source: Invoca).
Paid search remains the biggest draw for marketing spend. It will reach $90.73 billion in the US alone in 2025 (source: eMarketer).
Social media spend is catching up to paid search spend—it will reach $86.75 billion in the US in 2025. It is expected to surpass paid search spend in 2026 (source: eMarketer).
Experts project that digital advertising boosts brand awareness by 80%, underscoring its importance in marketing strategies (source: Optimizely).
62% of marketing teams increased their pay-per-click (PPC) budgets in the past year, reflecting a growing emphasis on paid search strategies (source: Optimizely).
In 2025, mobile paid search ad spend is expected to reach $51.7 billion, surpassing social media ad spend (source: ROI Revolution).
50% of marketers find it hard to tie marketing spend to revenue (source: Invoca).
69% of marketers have inadequate revenue attribution to tie phone calls back to specific marketing campaigns (source: Invoca).
94% of marketing leaders say AI helps them spend their budgets more efficiently (source: Invoca).

Artificial Intelligence Statistics

89% of marketers plan to increase their use of AI in the next year (source: Invoca).
91% of marketers will have a budget dedicated to AI tools in the coming year (source: Invoca).
80% of marketers say the AI tools they implemented in the last year have significantly exceeded their ROI expectations (source: Invoca).

94% of marketing leaders say AI has had a positive impact on their ability to grow revenue over the past year (source: Invoca).
65% of respondents report that their organisations are regularly using generative AI, nearly double the percentage from the previous year (source: McKinsey & Company).
30% of CMOs in the US are directly leading their marketing organisations’ AI efforts (source: Forrester).
Over 80% of CMOs have deployed generative AI to enhance internal processes, particularly in content creation and social media engagement (source: BCG).
41% of marketing leaders believe their usage of AI is “very advanced” compared to other organisations (source: Invoca).
92% of marketing leaders say they’re more optimistic about AI than they were a year ago (source: Invoca).
91% of marketing leaders believe AI will have a positive impact on their careers (source: Invoca).

Customer Experience Statistics

Companies that prioritise customer experience see an 80% increase in revenue (source: Zendesk).
73% of customers consider CX the top factor when deciding whether to purchase from a company (source: Zendesk).
60% of consumers are more likely to become repeat buyers after a personalised buying experience (source: Productlane).
76% of customers expect consistent interactions across departments, but 54% say it generally feels like sales, service, and marketing teams don’t share information (source: ninetailed).
70% of sales and marketing leaders think their buying journey lacks a clear, unified owner (source: Invoca).
Just 28% of companies are confident they understand the entire buying journey (source: Invoca).

First- and Third-Party Data Statistics

91% of companies report that data-driven decision-making is crucial to their business growth (source: SuperOffice).
87% of marketers see data as the most underutilised asset in their company (source: WebFX).
71% of companies are updating their mix of first, second, and third-party data in light of the new marketing landscape (source: onetrust).
With the decline of third-party cookies, 68% of marketers have increased their focus on collecting first-party data (source: MarketingWeek).
74% of consumers are concerned about how organisations handle their personal data (source: Telus).

Conquer 2025 and Beyond with Invoca

To navigate 2025, leading marketers are using revenue execution platforms like Invoca. Invoca tracks the phone calls your marketing drives and uses AI to capture deep insights into the conversations. This allows you to understand not just the quantity, but the quality of calls your marketing programs generate. You can also track the revenue generated by each call and tie it back to specific keywords, webpages, and campaigns. This allows you to spend your paid media budget more effectively and prove its full impact on business growth.

In addition, Invoca can help you solve the data gap created by restrictions on first-party cookies. Invoca enables you to capture deep first-party data from phone conversations that you can use to target your audience more effectively. For example, you can retarget callers based on the products they mentioned over the phone, or suppress callers who already made a purchase.

Finally, Invoca can help you create the seamless online-to-offline experiences that today’s customers crave. Invoca can intelligently route calls to the best available agent and give them insights about who the caller is and what they’re interested in. This allows you to give your customers a VIP experience that makes them feel valued and known.

See how Invoca works in the short video below:

Additional ReadingWant to learn more about how Invoca can help you prove and improve your marketing ROI in 2025? Check out these resources:

Want to learn how CMOs are using AI to drive their 2025 strategies? Check out our new report.