How CMOs Are Successfully Mastering the Expanded Role

Leading With Confidence CMO Series

Report by Kelsey Voss  | Jul 23, 2024
Download
Report
Executive Summary
Share
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)
E-Mail ChartDownload

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

2files

Exportable files for easy reading, analysis and sharing.

4charts

Reliable data in simple displays for presentations and quick decision making.

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

    Access All Charts and Data

    Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.
    Gain Access to EMARKETER →
    Log in to EMARKETER
    Download PDF

    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

    Latest Reports

    Latin America Ad Spending 2024
    Report
    Latin America Ad Spending 2024
    How CMOs Are Successfully Mastering the Expanded Role
    Report
    How CMOs Are Successfully Mastering the Expanded Role
    Infopack: Pets 2024
    Report
    Infopack: Pets 2024
    France Time Spent With Media 2024
    Report
    France Time Spent With Media 2024
    Affiliate Marketing Consumer Attitudes 2024
    Report
    Affiliate Marketing Consumer Attitudes 2024
    Western Europe Retail Loyalty Programs 2024
    Report
    Western Europe Retail Loyalty Programs 2024
    GenAI User Forecast 2024
    Report
    GenAI User Forecast 2024
    UK Time Spent With Media 2024
    Report
    UK Time Spent With Media 2024
    The Financial Media Networks Explainer
    Report
    The Financial Media Networks Explainer
    Payments Trends to Watch in H2 2024
    Report
    Payments Trends to Watch in H2 2024
    Non-Endemic Advertising Explainer 2024
    Report
    Non-Endemic Advertising Explainer 2024
    Community Bank and Credit Union Trends
    Report
    Community Bank and Credit Union Trends
    The Bank in 2030
    Report
    The Bank in 2030
    Canada Time Spent With Media 2024
    Report
    Canada Time Spent With Media 2024
    The US Online Marketplace Shopper
    Report
    The US Online Marketplace Shopper

    Popular on EMARKETER

    Netflix senior ad exec departs as ad business looks for direction
    Article
    Netflix senior ad exec departs as ad business looks for direction
    Shoppers spent a record $14.2 billion online this Prime Day
    Article
    Shoppers spent a record $14.2 billion online this Prime Day
    Spotify is restructuring its ad sales team to focus on small advertisers
    Article
    Spotify is restructuring its ad sales team to focus on small advertisers
    Amazon’s Prime Day advertising hiccup highlights the event’s importance
    Article
    Amazon’s Prime Day advertising hiccup highlights the event’s importance
    Despite improvements, Google still has an MFA problem
    Article
    Despite improvements, Google still has an MFA problem
    5 charts on the state of search in 2024: Google, AI, retail media, and more
    Article
    5 charts on the state of search in 2024: Google, AI, retail media, and more
    GenAI User Forecast 2024
    Report
    GenAI User Forecast 2024
    LinkedIn’s AI ad campaign tool will launch this fall
    Article
    LinkedIn’s AI ad campaign tool will launch this fall
    Discord wants to expand its ad business to non-gaming brands
    Article
    Discord wants to expand its ad business to non-gaming brands
    Social network users are increasing their use of Reddit more than any other channel
    Article
    Social network users are increasing their use of Reddit more than any other channel
    Affiliate Marketing Consumer Attitudes 2024
    Report
    Affiliate Marketing Consumer Attitudes 2024
    Mercado Libre poised for boost from Disney’s Latin America expansion
    Article
    Mercado Libre poised for boost from Disney’s Latin America expansion
    Loyalty programs drive shoppers to spend more
    Article
    Loyalty programs drive shoppers to spend more
    Warner Bros. Discovery faces another round of layoffs
    Article
    Warner Bros. Discovery faces another round of layoffs
    Data Drop: 3 Charts on How Consumers Pay for Social Commerce Purchases
    Article
    Data Drop: 3 Charts on How Consumers Pay for Social Commerce Purchases

    Latest Forecasts

    eBay, US
    Forecasts
    eBay, US
    Etsy, US
    Forecasts
    Etsy, US
    Retail Marketplace Ecommerce Sales, US
    Forecasts
    Retail Marketplace Ecommerce Sales, US
    Top 15 US Retail Ecommerce Sales, by Company
    Forecasts
    Top 15 US Retail Ecommerce Sales, by Company
    Retail & Ecommerce Sales, US
    Forecasts
    Retail & Ecommerce Sales, US
    Walmart, US
    Forecasts
    Walmart, US
    UK Amazon
    Forecasts
    UK Amazon
    Retail & Ecommerce Sales, UK
    Forecasts
    Retail & Ecommerce Sales, UK
    UK Physical Retail Sales, by Product Category
    Forecasts
    UK Physical Retail Sales, by Product Category
    Retail & Ecommerce Sales, by Country
    Forecasts
    Retail & Ecommerce Sales, by Country
    US Retail Sales, by Product Category
    Forecasts
    US Retail Sales, by Product Category
    US Physical Retail Sales, by Product Category
    Forecasts
    US Physical Retail Sales, by Product Category
    Digital Ad Spending, Denmark
    Forecasts
    Digital Ad Spending, Denmark
    Total Media Ad Spending, Denmark
    Forecasts
    Total Media Ad Spending, Denmark
    Traditional Media Ad Spending, Denmark
    Forecasts
    Traditional Media Ad Spending, Denmark

    "Behind the Numbers" Podcast

    The Daily: Why organic social is making a comeback, why the ad market still feels bleak, and more
    Audio
    The Daily: Why organic social is making a comeback, why the ad market still feels bleak, and more
    The Daily: How our media time is changing—a bad milestone for TV, social media time falls, and more
    Audio
    The Daily: How our media time is changing—a bad milestone for TV, social media time falls, and more
    The Weekly Listen: The major AI adoption issue we're not talking about, the smart tech that's missing, and how to turn X around
    Audio
    The Weekly Listen: The major AI adoption issue we're not talking about, the smart tech that's ...
    The Daily: The future of streaming
    Audio
    The Daily: The future of streaming
    Reimagining Retail: The rise of commerce media and who should be introducing media networks
    Audio
    Reimagining Retail: The rise of commerce media and who should be introducing media networks
    The Daily: Is the AI train already losing steam, getting rid of 'hallucinations', and where AI is actually taking us
    Audio
    The Daily: Is the AI train already losing steam, getting rid of 'hallucinations', and where AI is ...
    The Banking & Payments Show: Leveraging Finfluencers
    Audio
    The Banking & Payments Show: Leveraging Finfluencers
    The Weekly Listen: What's next for Amazon as it turns 30, Toys 'R' Us's all-AI ad, and why customer experience is so low
    Audio
    The Weekly Listen: What's next for Amazon as it turns 30, Toys 'R' Us's all-AI ad, and why customer ...
    The Daily: Social Media Trends for H2 2024—Faceless influencers, what happens to TikTok this year, and more
    Audio
    The Daily: Social Media Trends for H2 2024—Faceless influencers, what happens to TikTok this year, ...
    Reimagining Retail: The role of GenAI in retail (beyond chatbots), retailer successes, and getting customers on board
    Audio
    Reimagining Retail: The role of GenAI in retail (beyond chatbots), retailer successes, and getting ...
    The Daily: Digital Trends for H2 2024—Beyond AI replacing people, Venu Sports getting delayed, and more
    Audio
    The Daily: Digital Trends for H2 2024—Beyond AI replacing people, Venu Sports getting delayed, and ...
    The Daily: Advertising and Media Trends for H2 2024—New types of bundling, Apple Intelligence's effect on apps, and more
    Audio
    The Daily: Advertising and Media Trends for H2 2024—New types of bundling, Apple Intelligence's ...
    Reimagining Retail: Pride Month—Brand wins and lessons, and what it means for other holidays
    Audio
    Reimagining Retail: Pride Month—Brand wins and lessons, and what it means for other holidays
    The Daily: How Gen Z uses media, the LGBTQ+ consumer, and US Hispanics representation in ad budgets
    Audio
    The Daily: How Gen Z uses media, the LGBTQ+ consumer, and US Hispanics representation in ad budgets
    The Daily: Examining Nvidia’s meteoric rise and can Mr. Musk's xAI compete with OpenAI?
    Audio
    The Daily: Examining Nvidia’s meteoric rise and can Mr. Musk's xAI compete with OpenAI?