What are the marketing topics that keep you awake at night?
There are several topics that are causing marketing decision-makers to lose sleep. After all, we currently find ourselves at a tipping point for change, which will determine how the future plays out. This is why the CMO Barometer is so important for us and makes such a significant contribution to the fact that the study has established itself as a key trend indicator in the industry – not only in Germany, but also in other countries. The University of St.Gallen supports us as a strong academic partner to ensure the quality and relevance of the study.
The CMO Barometer has become an economic seismograph that picks up on even the smallest changes in the marketing sector, thereby providing early insights into upcoming trends and challenges.
CEO, Serviceplan Group

The results 2025
The results of the CMO Barometer 2025 provide important insights into the marketing trends of the following financial year.
2025 will be even more characterized by artificial intelligence - CMOs expect this to provide efficient solutions for marketing processes. This is their response to the challenging economic conditions: Although most still expect marketing budgets to grow, there is increasing pessimism compared to the previous year - with some very different results in the individual countries. This is shown by the Serviceplan Group's “CMO Barometer”, which was conducted together with the University of St. Gallen (HSG). 835 marketing decision-makers (including 428 from the DACH region) took part in the extensive international study and shared exclusive quotes and assessments.
Further evaluations and the most important learnings from the survey have been summarized for you and are now available.
CMO Voices 2025
Our participating countries
The top marketers from the most important companies in the DACH region and another eight countries take part in this study. In addition to Germany, Austria and Switzerland, these include Luxembourg, Belgium, the Netherlands, the UK, Spain, France, Italy and the Middle East.