Asia Pacific Focuses More Heavily On Spending Justification And Buyer Satisfaction

In Forrester’s Marketing Survey, 2025, 12% of B2B marketing decision-makers in Asia Pacific (APAC) cited justifying marketing spending as one of the most important metrics on their CMO dashboard, compared with 8% in North America and 6% in Europe. Among APAC respondents, 11% emphasized buyer satisfaction as an important metric; only 2% of respondents in North America and Europe shared this view. These findings highlight a stark contrast between regions, with APAC CMOs placing greater emphasis on both spending justification and buyer satisfaction than their counterparts elsewhere. This is a snapshot of Forrester’s data on the metrics B2B marketing organizations use.