The questions
behind the findings.

Where are your company’s headquarters?

Select one answer.

1. United States
2. Outside the United States (screen out)
3. Don’t know (screen out)

Where are you personally based?

Select one answer.

1. United States
2. Outside the United States (screen out)

What was your company’s annual revenue in its most recently completed financial year?

Select one answer.

1. Under $50 million (screen out)
2. $50 million to under $250 million
3. $250 million to under $1 billion
4. $1 billion to under $5 billion
5. $5 billion or more
6. Don’t know (screen out)

Which best describes your company’s primary business?

Select one answer.

1. Enterprise applications and software
2. Cloud, infrastructure and cybersecurity
3. IT services and technology consulting
4. Other (screen out)

Which best describes your role?

Select one answer.

1. CMO or most senior marketing leader
2. SVP or VP of marketing
3. Director or head of a marketing or GTM function
4. Individual contributor (screen out)
5. Other (screen out)

Which area do you lead, with responsibility for priorities, budgets or operating decisions?

Select one answer.

1. Overall marketing
2. Product, industry marketing or product management
3. Demand generation, sales development or sales enablement
4. Marketing operations
5. Partner or channel marketing
6. Brand, creative, press or analyst relations
7. None of these (screen out)

How would you describe your marketing organization today in each area?

Select one answer per area. Answer before reviewing the detailed capability questions.

Response scale

1. Starting: no consistent approach
2. Experimenting: individual teams are trying approaches
3. Repeatable: common work follows a defined approach
4. Established: shared practice with regular improvement
5. Don’t know

In the past 90 days, which part of your GTM plan was most often reduced or deferred because your team lacked capacity?

Select one answer.

Response options

1. Priority-account research and tailored outreach
2. Industry-specific campaigns and market entry
3. Product launches and sales enablement
4. Partner activation and co-marketing
5. Creative production and asset variants
6. Press, analyst and market-response work
7. No planned work was reduced or deferred for this reason
8. Don’t know

Which practices are in place in your marketing organization? Consider work completed in the past 90 days.

Select one stage per practice.

Response scale

1. Not in place
2. Used in isolated experiments
3. Used across several recurring workflows
4. Standard practice, reviewed regularly
5. Don’t know

Think of the most recent proposed AI marketing workflow that did not reach regular use. What was the main reason?

Select one answer.

Response options

1. No one could translate the marketing need into a working process
2. No owner had time to build or maintain it
3. Waiting for an incumbent vendor or central IT release
4. Required data or system access was unavailable
5. Quality or business value was not good enough
6. Security, legal or privacy requirements could not be met
7. No workflow has stalled in this way
8. Don’t know

How often does your team re-explain company facts, buyer context or brand rules that it has already provided to AI?

Select one answer.

Response options

1. Daily
2. Several times a week
3. About once a week
4. Less than weekly
5. Never
6. We do not use AI for this work
7. Don’t know

Which practices help your team change its marketing technology? Consider work completed in the past 90 days.

Select one stage per practice.

Response scale

1. Not in place
2. Used in isolated experiments
3. Used across several recurring workflows
4. Standard practice, reviewed regularly
5. Don’t know

What is the biggest constraint created by your current marketing technology estate?

Select one answer.

Response options

1. Overlapping AI features without a clear owner
2. Moving information manually between systems
3. Contracts or existing spend delay a better-fit approach
4. Company methods are embedded in tools that are difficult to change
5. Integration and maintenance consume the expected savings
6. Our existing estate meets our current needs
7. Don’t know

For your most-used AI marketing workflow, what happened the last time you changed the model or tool provider?

Select one answer.

Response options

1. We changed the provider and kept most of the workflow
2. We rebuilt some parts and retained others
3. We had to rebuild most of the workflow
4. We decided not to change because of the required effort
5. We have not considered a provider change
6. We do not have a recurring AI workflow
7. Don’t know

Which instruction best describes your current AI investment brief for marketing?

Select one answer.

Response options

1. Get more value from the tools already purchased
2. Consolidate overlapping tools and reduce total cost
3. Add a specialist tool for a defined unmet need
4. Build shared capabilities that can use different providers
5. Increase access to the enterprise AI platform
6. No agreed investment brief
7. Don’t know

Which best describes marketing’s role in your enterprise AI strategy?

Select one answer.

Response options

1. Marketing jointly sets priorities and acceptance criteria
2. Marketing is consulted, but priorities are set elsewhere
3. The strategy mainly serves product or engineering; marketing adapts it
4. Marketing had no meaningful involvement in developing the strategy
5. Marketing has its own strategy, largely separate from enterprise AI
6. There is no agreed enterprise AI strategy
7. Don’t know

What can your approved AI environment support today?

Select one stage per practice.

Response scale

1. Not in place
2. Used in isolated experiments
3. Used across several recurring workflows
4. Standard practice, reviewed regularly
5. Don’t know

For a typical account briefing or campaign preparation task, where does your approved AI setup usually stop?

Select one answer.

Response options

1. Produces text that a person must check and move into other systems
2. Retrieves approved information but cannot act in work systems
3. Prepares work in connected systems for a person to approve
4. Completes agreed low-risk steps and escalates exceptions
5. We do not use approved AI for these tasks
6. Don’t know

What most recently delayed an AI-supported marketing task?

Select one answer.

Response options

1. Waiting for an approval that did not distinguish the task’s risk
2. Missing or conflicting company information
3. No permission to use the required model or connected tool
4. Correcting an inaccurate or unsuitable result
5. Coordinating people across tools and handoffs
6. There was no material delay
7. We have not attempted such a task
8. Don’t know

In the past 90 days, how often did AI-assisted work require a correction after it reached its intended internal or external audience?

Select one answer.

Response options

1. At least weekly
2. About monthly
3. Once or twice
4. Never
5. We do not track corrections after delivery
6. We have not delivered AI-assisted work
7. Don’t know

Which practices are in place for people and AI agents in marketing?

Select one stage per practice. An agent is AI that can take a sequence of actions to complete work.

Response scale

1. Not in place
2. Used in isolated experiments
3. Used across several recurring workflows
4. Standard practice, reviewed regularly
5. Don’t know

Which best describes the changes made to your marketing roles in the past 12 months?

Select one answer.

Response options

1. Roles and measures of performance changed for people-and-agent work
2. New builder or AI-operations roles were hired or assigned
3. Existing employees received practical workflow training
4. Teams have access to courses or self-directed learning
5. Roles and development plans have not changed
6. Don’t know

In the past 12 months, how much additional GTM work has your team supported because of AI, without increasing headcount?

Select one answer.

Response options

1. No additional capacity, or less capacity
2. Under 10% more work
3. 10% to under 25% more work
4. 25% to under 50% more work
5. 50% or more work
6. We have not measured or cannot attribute the change
7. Don’t know

Which single investment would most increase the GTM work your team can support in the next 12 months?

Select one answer.

Response options

1. Maintained company, market and customer knowledge
2. Reusable specialist methods and brand standards
3. A simpler and more adaptable tool estate
4. Task-specific permissions, quality checks and connected systems
5. People who can build and maintain AI-supported workflows
6. Redesigned roles and training for people-and-agent work
7. No additional investment is needed
8. Don’t know