Gartner has identified three critical priorities for Chief Marketing Officers (CMOs) to drive organizational growth and enhance marketing effectiveness in 2025. The research and advisory firm emphasized the need for CMOs to address persistent disruptions, expand their influence across the enterprise, and focus on investments that improve the customer journey. These insights come amid growing demands for marketers to demonstrate transformative value in their roles.
Ewan McIntyre, VP Analyst and Chief of Research for Gartner Marketing Practice, stressed that incremental progress will not suffice. “Marketing faces extraordinary expectations heading into 2025, and CMOs cannot risk incremental change when the enterprise expects transformative results,” he said, highlighting the necessity for visionary leadership and disciplined resource management.
Addressing Disruption and Strategy Gaps
Gartner’s analysis revealed a significant challenge in balancing short-term operational demands with long-term strategic planning. A survey of 395 CMOs conducted earlier this year found that 40% of marketing budgets are allocated to change-focused activities. However, frequent disruptions have often undermined the focus on strategic goals.
McIntyre emphasized the importance of developing a robust strategy management capability, which he described as a “self-funding investment.” This approach requires dedicated resources, including staff time and advanced tools, to ensure marketing strategies remain adaptable yet focused.
Shaping Markets Through Differentiation
One of the key findings presented by Gartner is that only a small percentage of CMOs are perceived as effective at “market shaping,” a term describing the ability to influence market dynamics by addressing unmet customer needs. A survey of 125 CEOs and CFOs revealed that only 14% of CMOs excel in this area. Yet, companies with market-shaping CMOs are 2.6 times more likely to exceed their revenue and profit targets.
Sharon Cantor Ceurvorst, Vice President of Research at Gartner, highlighted the unique capabilities of these CMOs. Their expertise lies in synthesizing data from diverse sources to craft strategies that differentiate their organizations. “This is a different skill set than merely understanding or empathizing with the customer,” she noted, contrasting it with more traditional marketing roles.
Prioritizing Customer Journey Investments
Another pressing concern for CMOs is improving customer understanding. Gartner’s survey of over 6,000 U.S. consumers found that 58% believe brands fail to understand their needs and preferences, resulting in underperforming campaigns and wasted resources. This disconnect persists despite the abundance of available customer data and advanced targeting technologies.
The growing reliance on artificial intelligence, particularly generative AI, is expected to play a pivotal role in reshaping customer engagement strategies. In 2024, 95% of CMOs reported prioritizing GenAI investments, underscoring its influence on the future of marketing. However, Gartner cautioned against over-reliance on technology, urging CMOs to adopt data-driven approaches that prioritize initiatives with clear economic returns.
Wider CMO Responsibilities
These findings align with broader industry trends where marketing leaders are increasingly tasked with aligning their efforts with enterprise-wide objectives. The role of CMOs has evolved to encompass responsibilities that extend beyond brand building, requiring a balance of creative, analytical, and leadership skills. The focus on customer-centric strategies reflects ongoing challenges in leveraging vast amounts of data effectively while maintaining authentic connections with consumers.
Gartner’s research, available to clients in its “Leadership Vision for 2025: Chief Marketing Officer” report, provides actionable insights to help CMOs navigate these challenges. As marketing continues to face rising expectations, Gartner’s recommendations highlight the critical role of strategic foresight and disciplined execution in achieving success.