Gartner Identifies Top Three Priorities for CMOs to Deliver Marketing Excellence in 2025
Gartner has identified three key priorities for CMOs to achieve marketing excellence in 2025: transcending disruption, elevating enterprise impact, and maximizing marketing yield. According to their survey, CMOs allocate nearly 40% of their budget to change and transformation activities. However, only 14% of CMOs are effective at market shaping, though companies with effective market-shaping CMOs are 2.6 times more likely to exceed revenue goals. The research also reveals that 58% of U.S. consumers feel misunderstood by brands, despite increased access to data and technology. While 95% of CMOs prioritize GenAI investments, Gartner emphasizes the need for strategic discipline and customer-focused approach.
Gartner ha identificato tre priorità fondamentali per i CMO al fine di raggiungere l'eccellenza nel marketing nel 2025: superare le interruzioni, elevare l'impatto sull'azienda e massimizzare il rendimento del marketing. Secondo il loro sondaggio, i CMO destinano quasi il 40% del loro budget ad attività di cambiamento e trasformazione. Tuttavia, solo il 14% dei CMO risulta efficace nell'influenzare il mercato, anche se le aziende con CMO in grado di plasmare il mercato sono 2,6 volte più propense a superare gli obiettivi di fatturato. La ricerca rivela anche che il 58% dei consumatori statunitensi si sente frainteso dai marchi, nonostante l'accesso sempre maggiore a dati e tecnologie. Anche se il 95% dei CMO dà priorità agli investimenti in GenAI, Gartner sottolinea l'importanza di una disciplina strategica e di un approccio incentrato sul cliente.
Gartner ha identificado tres prioridades clave para los CMO para alcanzar la excelencia en marketing en 2025: trascender la disrupción, elevar el impacto empresarial y maximizar el rendimiento del marketing. Según su encuesta, los CMO asignan casi el 40% de su presupuesto a actividades de cambio y transformación. Sin embargo, solo el 14% de los CMO son efectivos en la modelación del mercado, aunque las empresas con CMO eficaces en modelar el mercado son 2.6 veces más propensas a superar sus metas de ingresos. La investigación también revela que el 58% de los consumidores en EE.UU. se sienten malinterpretados por las marcas, a pesar del mayor acceso a datos y tecnología. Mientras que el 95% de los CMO priorizan las inversiones en GenAI, Gartner enfatiza la necesidad de disciplina estratégica y un enfoque centrado en el cliente.
Gartner는 CMO를 위한 세 가지 주요 우선 과제를 2025년 마케팅 우수성을 달성하기 위해 식별했습니다: 혼란을 초월하고, 기업의 영향을 높이며, 마케팅 수익을 극대화하는 것입니다. 조사에 따르면 CMO는 예산의 거의 40%를 변화 및 혁신 활동에 할당합니다. 그러나 CMO의 14%만이 시장 형성에 효과적이며, 효과적인 시장 형성을 하는 CMO가 있는 기업은 수익 목표를 초과할 가능성이 2.6배 더 높습니다. 연구는 또한 미국 소비자의 58%가 데이터 및 기술 접근이 증가했음에도 불구하고 브랜드들로부터 오해받고 있다고 느낀다고 밝혔습니다. CMO의 95%가 GenAI 투자에 우선 순위를 두는 반면, Gartner는 전략적 규율과 고객 중심 접근의 필요성을 강조합니다.
Gartner a identifié trois priorités clés pour les CMO afin d'atteindre l'excellence marketing en 2025 : transcender la disruption, élever l'impact sur l'entreprise et maximiser le rendement marketing. D'après leur enquête, les CMO allouent près de 40% de leur budget aux activités de changement et de transformation. Cependant, seulement 14% des CMO sont efficaces pour façonner le marché, bien que les entreprises avec des CMO efficaces en matière de modelage du marché aient 2,6 fois plus de chances de dépasser leurs objectifs de revenus. La recherche révèle également que 58% des consommateurs américains se sentent mal compris par les marques, malgré un accès accru aux données et à la technologie. Alors que 95% des CMO priorisent les investissements en GenAI, Gartner souligne la nécessité d'une discipline stratégique et d'une approche centrée sur le client.
Gartner hat drei wichtige Prioritäten für CMO identifiziert, um im Jahr 2025 marketingtechnische Exzellenz zu erreichen: den Umgang mit Störungen meistern, die Unternehmensauswirkung erhöhen und die Marketingausbeute maximieren. Laut ihrer Umfrage weisen CMO fast 40% ihres Budgets Veränderungs- und Transformationsmaßnahmen zu. Allerdings sind nur 14% der CMO effektiv in der Marktgestaltung, während Unternehmen mit effektiven Marktgestaltungs-CMO 2,6-mal wahrscheinlicher ihre Umsatzziele übertreffen. Die Forschung zeigt auch, dass 58% der Verbraucher in den USA von Marken missverstanden fühlen, trotz des gestiegenen Zugangs zu Daten und Technologien. Während 95% der CMO in GenAI investierenpriorisieren, betont Gartner die Notwendigkeit strategischer Disziplin und eines kundenorientierten Ansatzes.
- Companies with effective market-shaping CMOs are 2.6x more likely to exceed revenue and profit goals
- 95% of CMOs are prioritizing GenAI investments for 2024
- 40% of marketing budget is allocated to change and transformation activities
- Only 14% of CMOs are effective at market shaping according to CEOs and CFOs
- 58% of U.S. consumers report companies don't understand their needs and preferences
- Marketing campaigns are underperforming, resulting in wasted budgets and resources
Insights
The research presents concerning statistics about CMO effectiveness, with only
What's particularly noteworthy is that companies with effective market-shaping CMOs are 2.6 times more likely to exceed revenue and profit goals. This correlation between marketing leadership effectiveness and business performance should be a wake-up call for enterprises. The allocation of
CMOs Must Focus on Transcending Disruption, Elevating Enterprise Impact and Maximizing Marketing Yield
These priorities include:
- Transcending disruption by bridging the gap between marketing strategy and operations
- Elevating enterprise-wide impact by leading marketing to deliver differentiation
- Maximizing marketing’s yield by prioritizing customer journey investments
“Marketing faces extraordinary expectations heading into 2025, and CMOs cannot risk incremental change when the enterprise expects transformative results,” said Ewan McIntyre, VP Analyst and the Chief of Research for the Gartner Marketing Practice. “A sharp focus on marketing excellence is key. By applying the resources CMOs have with ever greater vision and discipline, they will earn the confidence of the business to expand their leadership and stewardship of resources.”
Bridge Marketing Strategy and Operations
In a survey of 395 CMOs conducted in February and March 2024, respondents said they devote almost
“A strategy management capability is a self-funding investment. While managing strategy is a core part of the CMO role, it cannot happen without a supporting organizational capability,” said McIntyre.
Lead Marketing to Deliver Differentiation
Many CMOs are not fulfilling their growth potential - both in terms of delivering business results and maximizing their leadership effectiveness. In a survey of 125 CEOs and CFOs conducted in August and September 2024, executive leaders reported that only
Market shaping CMOs distinguish themselves from C-suite colleagues with their exceptional skill-level in data-based decision making, strategy management and market knowledge. These skills help CMOs make meaning from data and convert trends into visionary strategies.
“This is a different skill set than merely understanding or empathizing with the customer,” said Sharon Cantor Ceurvorst, Vice President, Research in the Gartner Marketing Practice. “With customer data increasingly available to all functions, the CMO edge lies in knowing how to synthesize insight from an array of different sources to find opportunities for differentiation.”
Prioritize Customer Journey Investments
With customer understanding being a significant driver of marketing-led growth, CMOs should be concerned that many customers feel misunderstood by brands. In a survey of over 6,000
“What’s perplexing about this is that marketing has never had more access to data, or more technology tasked with building customer understanding and targeting messages. Right now, technology-driven customer engagement is at an inflection point,” said McIntyre. “The vast majority of marketing teams are accelerating AI initiatives;
CMOs must avoid the pitfalls of AI-driven excess and prioritize customer journey investments with the greatest economic return. A data- and hypothesis-led approach will help rebuild emotional connections with customers who are feeling misunderstood and drive a mutually productive growth engine.
Gartner clients can read more in “Leadership Vision for 2025: Chief Marketing Officer” and Garnter's Leadership Vision eBook.
About Gartner for Marketing
Gartner for Marketing provides the objective, expert advice, and proven tools that CMOs and other marketing leaders need to seize the right opportunities with clarity and confidence, and to stay ahead of the trends that matter. With in-depth research and analysis, Gartner for Marketing helps you focus on the opportunities with the greatest potential to deliver results. More information on Gartner for Marketing is available online at www.gartner.com/marketing. Follow news and updates from the Gartner Marketing practice on X and LinkedIn using #GartnerMKTG. Members of the media can find additional information and insights in the Gartner Marketing Newsroom.
About Gartner
Gartner, Inc. (NYSE: IT) delivers actionable, objective insight that drives smarter decisions and stronger performance on an organization’s mission-critical priorities. To learn more, visit gartner.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20241203173398/en/
Elizabeth Bishop
Gartner
elizabeth.bishop@gartner.com
Juliette Dixon
Gartner
juliette.dixon@gartner.com
Source: Gartner, Inc.
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