从复杂到清晰-首席营销官如何重新开拓市场以建立竞争优势

How CMOs can reclaim marketingto build competitive edge. Table of contents 04 09 Who should read thisreport and why? Research methodology 70 Appendix Executive summary Now, data is everything. AI and large languagemodels (LLMs) are changing the game. But thisintersection of creativity, process, and technologyis messy and unstructured. In trying to cope withthe new demands, teams are stretched thin. are continuously rising. But when tech stacks arefragmented, budgets are under pressure, andthe team is juggling too many priorities, how can Reclaiming marketing: A movement for thenew era Over the past decade, like other functions,marketing has seen a relentless push towarddigital. Marketers have shifted focus fromcreativity to data and from brand to dashboards.Technology-driven initiatives and projectsdominate the new marketing agenda. COVID-19accelerated digitalization: everything needed tobe done remotely, using more platforms, more The truth: It’s been a demanding journey, Marketers are overwhelmed. The tools at theirdisposal are powerful, but the vision of wherethey will take organizations is fractured. Robuststrategy, integrated data, and skilled talent arenot yet in place, limiting AI’s impact. Marketingis not telling the stories that matter. Our latest In the face of ongoing economic uncertainty,leaders are telling their marketing functionsto chase growth, enlarge the customer base,and boost sales. They must market not just tocustomers, but to the agents and algorithms also. Executive summary The call to marketers: Reclaim your marketing tobuild competitive edge For marketers, this is a pivotal moment to reconnectwith the human-centric, forward-looking craft ofmarketing. Marketing must reclaim its role, not just asa support function, but as the architect of customerexperience (CX) and enterprise growth. CMOs mustlead the charge in reclaiming marketing to buildcompetitive edge, shifting the focus from operationalcomplexity to strategic clarity. It’s time to turnaway from distractions and align fragmented data, Read more to learn how you can do it. We’d like toextend oursincere thanksto our panel FrançoisRenard HimanshuKhanna Jessica PadulaVP of Marketing & Headof sustainability, NestléNespresso SA IanMcGregor Katie LillyCMO, Antelope Katherine-MargauxLongest PatriciaJurca MárcioCarvalho Linda HaGlobal Marketing Manager,IKEA Retail Peter Markeyex-CMO, Boots Who should read this report and why? This report is intended for marketing leadersacross industries, especially CMOs, chief brandofficers, chief customer officers, and chiefexperience officers, as well as other seniormarketers driving strategic transformation. Italso offers valuable insights for CEOs, growthand sales leaders, and technology heads who unlock value through hyper-adaptation, customer-centricity, and operational excellence. By offeringactionable insights, the report seeks to repositionmarketing from traditional support functionto strategic driver of growth. It also delivers anoverview of how AI technologies are reshaping The report is based on: •The findings of a survey of 1,500 respondentsfrom the marketing function (director-level andabove) from 15 countries This study, the third in the CMO playbook series,explores the evolving role of CMOs and thetransformative impact of generative and agentic Quantum safety ison the radar of mostorganizationsHigh expectations +underwhelming results =a need to reimagine Expectations of CMOsare rising The marketing function stands at a crossroads. Whileexpectations of chief marketing officers (CMOs) and their Nearly 7 in 10 (68%) CMOs that we surveyed report risingexpectations of their role across the business. ClaudiaWillvonseder, Member of the Executive Board at Dr. Oetkerwith responsibility for marketing, sustainability, and researchand development, says:“The CMO role today extends beyondtraditional marketing communications to include product Proof points of this disconnect are everywhere: • Budgets remain constrainedeven as expectations rise,forcing marketing to do more with less and prioritize short- “The CMO role todayextends beyondtraditional marketingcommunicationsto include product term wins over long-term brand value.1•CMOs’ influence is waningwithin executive leadership,with marketing’s strategic voice often unheard around the top table.• Marketing technology (martech) ownership andinfluence is blurring.Organizations are grappling witha martech landscape marked by rigid and overcrowdedtechnology stack; poor AI integration across end-to-endworkflows, unclear roles and value from external partners Kaustubh Chandra, CMO & Head of Digital Sales Group atAirtel Business, confirms this evolution in the B2B space: “Over the past five years, I've observed a transformation of B2Bmarketing from a support function to one that, together withsales, can drive the growth agenda. The main goal is to contribute Over half (56%) of CMOs believe their role will evolv