Recent report published by Modern, describes the disconnect between CMOs, CEOs, and Board priorities and the pressure caused by this disconnect. The report discusses the balancing act facing CMOs to achieve short-term goals as driving revenue, ROI from monthly recurring revenue, and quarterly sales results at the expense of achieving longer-term, strategic goals.

The Modern Report surveyed 300 CMOs at large B2B companies in the US and UK to reveal their objectives and challenges for the next 18 months. Here is a brief summary of the findings that describe CMO priorities in 2024:

➡ Technology Integration: Leverage AI-enabled customer segmentation, predictive analytics, to personalize messaging and optimize lead capture.

➡ Improve Customer Experience: Create authentic narratives that resonate with customers and foster long-term relationships.

➡ Manage Data Privacy Regulations: Increasing regulations around data privacy, GDPR, is making it difficult for CMOs to harvest quality data and create positive customer experiences.

➡ Operate w/in Shrinking Budgets: Economic uncertainty have led to tighter budgets and a greater need for CMOs to demonstrate quantifiable ROI – quickly!

➡ Talent Acquisition & Retention: Attracting and retaining top talent remains a significant challenge, as the marketing landscape continues to evolve rapidly.

These challenges highlight the complex and demanding role of CMOs today. However, the pressure to deliver immediate results and navigate regulatory and economic hurdles continues to impact their success and influence within organizations.

Melissa Ariganello Kendra R. Taylor Handsley Ann Handley

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