The Role of Today’s CMO

An Introduction to EMARKETER’s Upcoming CMO Report Series

Report by Kelsey Voss  | May 3, 2024
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Executive Summary
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Table of Contents
Executive Summary
The role of the CMO is dynamic and changing
The role of the CMO is expanding, with greater expectations
Sources
Media Gallery
About This Report
The CMO's role is complex and challenging: While some have secured their C-suite spot, others face role elimination. This year, CMOs should focus on enhancing internal collaboration and communication for growth, strategically integrating AI, and innovating to maintain a competitive edge.
Topics
B2B Marketing
Senior & C-Level Executives
United States
Table of Contents
Executive Summary
The role of the CMO is dynamic and changing
The role of the CMO is expanding, with greater expectations
Sources
Media Gallery

The role of the CMO is complex and ever-changing. Despite challenges such as managing CEO expectations, tackling added responsibilities, strategically integrating AI, and securing trust with the rest of the C-suite, CMOs can find new opportunities to lead successful teams and drive business growth.

Key Question: How can CMOs navigate the many challenges they face and find opportunities to succeed in their roles?

Top Problems US CEOs Would Like Marketing to Solve, Oct 2023 (% of respondents)
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Key Stat: At least 40% of US CEOs expect CMOs to focus on five key growth challenges: revenue, market share, competition, reputation, and company narrative.

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Table of Contents

  1. Executive Summary
  2. The role of the CMO is dynamic and changing
  1. The role of the CMO is expanding, with greater expectations
  2. Sources
  1. Media Gallery

Charts in This Report

Top Problems US CEOs Would Like Marketing to Solve, Oct 2023 (% of respondents)Average CMO Tenure at Top US Advertisers, 2013-2023 (months)
State of Generative AI Adoption in Marketing Initiatives, According to B2B and B2C CMOs and Executives Worldwide, Oct 2023 (% of respondents)Marketing/Communications Team Budget Strategy Around AI Tools in 2024, According to US CMOs, Oct 2023 (% of respondents)

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authors

Kelsey Voss

Contributors

Tracy Tang
Senior Researcher
Paul Verna
VP, Content