How CMOs Are Successfully Mastering the Expanded Role

Leading With Confidence CMO Series

Report by Kelsey Voss  | Jul 23, 2024
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Executive Summary
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Table of Contents
Executive Summary
Leading CMOs share insights on the dynamic role
EMARKETER Interviews
Sources
Media Gallery
About This Report
The role of the CMO has expanded far beyond traditional marketing expectations. Despite high expectations and many challenges, CMOs can find new opportunities to lead successful teams and drive business growth. Four CMOs share their perspectives for this report.
Topics
Senior & C-Level Executives
Marketing Tactics
US
Table of Contents
Executive Summary
Leading CMOs share insights on the dynamic role
EMARKETER Interviews
Sources
Media Gallery

We interviewed marketing executives Kate Kenner Archibald from Dash Hudson, Natalie Bastian from Teads, Laura Brooks from Made by Nacho, and Kate Jhaveri from TikTok to discuss their evolving roles, expanding responsibilities, and the challenges they face. Learn how they are redefining their roles and strategies for success.

Key Question: How are CMOs adapting to new responsibilities, and what strategies are they employing to ensure success for their teams, their companies, and their own careers?

Factors Most Likely to Impact Marketing Planning and Spending According to B2B and B2C CMOs Worldwide, Q1 2024 (% of respondents)
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Key Stat: In Q1 2024, 53% of B2C CMOs cited corporate financial performance as the top factor affecting marketing planning and spending, while 42% of B2B CMOs cited the economic climate.

Here’s what’s in the full report

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4charts

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4expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Leading CMOs share insights on the dynamic role
    1. EMARKETER Interviews
    2. Sources
    1. Media Gallery

    Charts in This Report

    Factors Most Likely to Impact Marketing Planning and Spending According to B2B and B2C CMOs Worldwide, Q1 2024 (% of respondents)Most Important Areas for Marketing/Finance Alignment at Their Company According to Marketers in North America, Aug 2023 (% of respondents )
    Driving Revenue Growth Is The Top Priority from Marketing in 2024 (% of CMOs worldwide, Q1 2024)Gen AI Martech Likely Offers The Most Value and ROI in 2024 (% of CMOs worldwide, Q1 2024)

    Interviewed for This Report

    Kate Kenner Archibald
    Dash Hudson
    CMO
    Interviewed June 18, 2024
    Natalie Bastian
    Teads
    Global CMO
    Interviewed June 12, 2024
    Laura Brooks
    Made by Nacho
    Fractional CMO
    Interviewed June 11, 2024
    Kate Jhaveri
    TikTok
    Global Head of Marketing
    Interviewed June 18, 2024

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    authors

    Kelsey Voss

    Contributors

    Jasmine Enberg
    Vice President and Principal Analyst
    Kyndall Krist
    Senior Copy Editor
    Heather Sprung
    Senior Editor
    Tracy Tang
    Senior Researcher
    Matt Torpey
    Senior Chart Data Specialist
    Emman Velasco
    Chart Editor
    Paul Verna
    Principal Analyst