Gartner has outlined three critical priorities for Chief Marketing Officers (CMOs) to achieve marketing excellence in 2025. These include transcending disruption, elevating enterprise-wide impact, and maximising marketing yield.
Ewan McIntyre, VP Analyst and Chief of Research for Gartner’s Marketing Practice, said transformative leadership is crucial for this: “Marketing faces extraordinary expectations heading into 2025. CMOs must focus on excellence, applying resources with vision and discipline to meet enterprise goals.”
Bridging Strategy and Operations
Disruptions often shift CMOs’ focus from long-term strategies to tactical solutions. Gartner’s research shows that nearly 40% of marketing budgets are directed toward change initiatives. McIntyre highlights the need for robust strategy management, which he calls a “self-funding investment” essential for aligning operations with overarching goals.
Driving Differentiation
Gartner’s surveys reveal that only 14% of CMOs effectively influence market dynamics through unmet customer needs. Companies with market-shaping CMOs are 2.6 times more likely to exceed revenue and profit targets. Sharon Cantor Ceurvorst, VP of Research at Gartner, stressed the importance of CMOs leveraging advanced skills in data synthesis, strategy management, and market insight to craft unique, impactful strategies.
Enhancing Customer Journeys
Despite advancements in data access and AI, many customers feel disconnected from brand efforts. A Gartner survey of over 6,000 U.S. consumers found that 58% believe brands misunderstand their needs. With 95% of CMOs prioritising generative AI investments, McIntyre urges CMOs to adopt a hypothesis-driven approach, focusing on customer journey investments with the highest economic returns.