Cmos Report Bigger Responsibilities, Ongoing Challenges, Survey Shows

Chief marketing officers have greater influence in their organizations, stronger relationships with other executives and are using artificial intelligence more than ever before, even as organizational structures still limit the effectiveness of the CMO role.

These are the findings of new research by the Arketi Group, a digital marketing and PR agency in Atlanta, and JM Search, an executive search firm in Chicago. While CMOs are increasingly accountable to grow revenue, lead brands and develop talent, only 38% of CMOs surveyed say the role is positioned to succeed.

“CMOs today carry unprecedented responsibility across revenue, brand and transformation,” said Mike Neumeier, APR, CEO of Arketi Group.

All marketing leaders surveyed report using AI in some capacity. Some 79% say they’re very or moderately reliant on AI to achieve their objectives this year. Chief marketing officers are adopting artificial intelligence to create content (80%), conduct research (57%), generate analytics and reporting (45%), and spark ideas (45%).

Some 67% of marketing leaders surveyed cite alignment with the CEO and C-suite as top drivers of success, Neumeier said.

Despite ongoing concerns about how roles are structured, CMOs report positive relationships with their colleagues in the executive suite. Relationships with CEOs also remain largely positive, with 77% of CMOs reporting a good or very good relationship.

According to Arketi Group’s research, CMOs are taking a disciplined approach to marketing that is led by purpose and places credibility first.

Some 69% of marketing leaders surveyed say organizations should comment on social issues only when there is a clear business or values-based reason to do so. Among marketing executives surveyed, 70% say companies must be able to speak credibly, based on their demonstrated actions, before taking a public stance.

Fewer than 50% of respondents believe pressure from employees alone justifies a company publicly taking a side on social issues.

Illustration credit: Kornkanok

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