REPORT

Marketing is entering a new era driven by Generative AI and data intelligence, demanding a transformative shift in the role of the CMO. CMOs must now be growth leaders, accountable for revenue, operational efficiency, and customer engagement in a connected, data-driven world.

This Brief Looks into 5 Key Areas Driving the New CMO Shift:

1. CMO Role Evolution

• CMOs are transitioning from brand stewards to metrics- and revenue-focused executives.
• Over 50% are now expected to drive revenue growth and efficiency.

2. Intelligence Gap & Data Challenges

• While data is abundant, actionable intelligence is lacking.
• CMOs struggle with disconnected systems, data silos, and slow insights that hinder real-time marketing.

3. Generative AI as a Catalyst

• AI and advanced analytics can fill the intelligence gap, enabling personalization at scale, faster decisions, and deeper customer understanding.

4. More Than a Tech Upgrade

• Succeeding in this new era requires reimagining the marketing tech stack, not just adding tools.
• Integration, agility, and real-time intelligence are essential.

5. Barriers CMOs Face

• Legacy systems, disjointed Martech, and internal politics stall progress.
• Common struggles include integrating data, collaborating with IT, and managing growing complexity.
• Along with new research, this strategic brief covers these themes, challenges, and strategic imperatives.

Download the CMO at the Crossroads Brief to Learn More.