Gartner_Top 3 strategic priorities for CMOs - NO.pdf

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Top 3 Strategic Priorities for
Chief Marketing Officers
CMO Leadership
Vision

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Leadership Vision for Chief Marketing Officers
(CMOs) in 2024
New AI technology, changing talent and customer
acquisition strategies and the need to increase
cross-functional collaboration are shaping how the
best organizations will lead marketing success in 2024.
In this context, chief marketing officers’ top priorities
for 2024 should be:
•Building AI-enabled marketing teams
•Recasting marketing’s value for an evolving enterprise
•Orchestrating profitable growth across functions
CMOscan use this research to stay ahead of major
trends and lead their teams toward a successful future.
Key questions addressed:
What are the major trends affecting CMOs?
How should CMOs prepare for the year ahead?
What actions should CMOs and their teams take
to succeed?

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Lead Marketing Through Disruption’s Next Wave
Drop
Build AI-enabled
marketing teams.
Recast marketing’s value
for an evolving enterprise.
Orchestrate profitable
growth across functions.
Three Key Themes for Increasing the Scope of Marketing Impact
Source: Gartner
Harness disruptive forces to
their full potential by taking
three critical actions.

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Generative AI Adds Uncertainty for How to Best
Adapt Marketing Skills and Capabilities
Some CMOs Plan to Replace Staff Within 18 MonthsMartech Stack Utilization Is Declining Steeply
n = 70 marketing leaders
Q. What percent of your marketing staff do you expect to replace with generative AI in the next 12-18 months?
Source: 2023 Gartner Marketing Future Strategic Priorities Poll
GenAI is poised to disrupt org and talent strategies.Marketing fails to unlock full value from capabilities.
n varies, marketing technology leaders
Q. Thinking about the totality of the capabilities made available by marketing technology, what percentage of those
capabilities are being utilized by your company today?
Source: 2023 Gartner Marketing Technology Survey
58%
42%
33%
0%
30%
60%
2020 2022 2023
22% of CMOs
will replace
staff with AI.

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CMOs Must Build AI-Enabled Marketing Teams
Marketing Transformation Involves Cycles of Adaptation to AI Capabilities
CMOs must transform their organizations and augment marketer skills with new tools for high-leverage work.
How should our org design change to augment marketing skills?
2
1
Marketing
Transformation
3
4
•What mix of talent and tech do we need,
and how can we support its adoption?
•How can we source these capabilities
internally or externally?
•What gains in efficiency
or effectiveness does
AI drive?
•Is the team able to
adapt and scale over
time?
Which AI use cases should we pursue based on our goals?
Source: Gartner

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Adopt a Proactive Approach to Talent Strategy
and Workforce Planning
Use the Talent Impact Matrix for AI to Plan Your Marketing Talent Strategy
Source: Gartner
Translate AI-infused strategies into talent imperatives by evaluating business demand and degree of disruption.
1.Based on the business context, evaluate likely
demand shift for marketing outputs (e.g., more
personalization).
2.Assess how much AI disruption there will be
to the roles responsible for those outputs (e.g.,
automate tasks vs. expand or replace roles).
3.Proactively augment marketing talent in
different quadrants:
•Scale Up: Accelerate automation of
drudge work.
•Run Smarter: Reward staff for designing
AI-infused workflows that improve ROI.
•New Impact Level: Partner with
HR on role and competency redefinition
to achieve expanded impact with AI.
Scale Up New Impact
Level
Symbiosis
Shift and Not
Replace
Last Ones
Standing
Niche
Innovations
Experiments
Run
Smarter
Synergy

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Digital Ownership Shifts Have Diminished
Marketing’s Influence
Decrease in Marketing Leadership or Ownership
of Martech Activities, 2023 vs. 2022:
n varies, marketing technology leaders
Q. Now please tell how each of the following activities are managed.
Source: 2023 Gartner Marketing Technology Survey
As customer data systems and martech leadership shift to IT,business leaders question marketing’s value.
q -27% Configuration and Deployment of New Martech
q -21% Integration of Disparate Martech and Databases
q -18% Management of the Martech Roadmap
q -18% Managing Vendor Relationships and Contracts
q -16% Acquisition of Budget for Martech
n = 76 nonmarketing cross-functional leaders
Q. Please rate your agreement with each of the following statements.
Source: 2023 Gartner Marketing Cross-Functional Collaboration Survey
Marketers’
Perceived
Impact
Business Leaders Question Marketing’s Value
55% of leaders
feelmarketing has
an inflated view of
its importance in
cross-functional
initiatives.

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CMOs Must Recast Marketing’s Value for an
Evolving Enterprise
Marketing’s Customer Strategy and Narratives Set the Course for Businesswide Alignment
CMOs must drive businesswide alignment on new strategies and customer engagement models.
Business evolution narratives
Helping others
see their role
Energizing leaders
around goals Businesswide
alignment on
customer strategies
Source: Gartner

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Harness Catalytic Marketing and Leadership to
Drive Business Evolution
Commercially Productive Customer Value Catalytic Leadership Principles
Marketing’s highest value is catalyzing change. Catalytic marketing requires different leadership.
Catalytic Leader
Catalytic Value
Self-Discovery
Help me
identify a new
need or goal.
Self-Reflection
Teach me
something new
about myself.
Catalyze Customer
Learning and Confidence
Personal Value
Functional Value
Value Framing Value Affirmation
Connection
Help me relate to others and find
common ground.
Direction
Guide me to the right
product for my needs.
Education
Inform me about how
aproduct solves a problem.
Efficiency
Make processes easier
or quicker.
Agency
Help me feel in
control of
my decision.
Affirmation
Help me
validate
my decision.
Source: Gartner

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Cross-Functional Inefficiencies Constrain
Profitable, Digitally Enabled Growth
n = 407 cross-functional leaders
Q. How did your company perform against the following objectives in 2022?
Q. Please rate your agreement with each of the following statements about your experiences working on cross-functional initiatives.
Note: Low Collaboration Drag is defined as scoring at or below a 2 “Somewhat Disagree” on the Collaboration Drag Index.
Source: 2023 Gartner Marketing Cross-Functional Collaboration Survey
Burdensome cross-functional collaboration is widespread and harms revenue and profit outcomes.
Impact of Collaboration Drag on Revenue and
Profit Objectives
62%
39%
0%
50%
100%
Exceeded YoY Revenue and Profit/Margin Objectives
Percent Exceeding
Objectives
Low Collaboration DragHigh Collaboration Drag
37% less likely to
exceed objectives
More thantwo-thirds
of leaders report high
collaboration drag
across major programs.
83% Omnichannel Orchestration
81% Commercial Team Integration
68% Digital Revenue Strategy
Percent of Leaders Reporting High Collaboration Drag
by Program

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CMOs Must Orchestrate Profitable Growth
Across Functions
Technology Enables Faster Evolution of Commercial Practices
CMOs must orchestrate disciplined, customer-led growth plans to scale marketing’s commercial impact.
Source: Gartner

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Equip Your Team to Overcome Organizational
Barriers to Digital Growth
CMOs’ Leadership Style Can Reduce Collaboration Drag
Focus on improving your own team’s ability to drive successful cross-functional collaboration.
Org Alignment Team CoachingWorkflow Changes
Provide strategic clarity
about roles and how
decisions should be made.
Identify workflow changes
that will overcome
collaboration barriers.
Align rules, roles and
processes to reinforce
desired culture change.
Coach the team to feel capable
of change (e.g., develop staff’s
interpersonal influence skills).
1 2 3 4
Source: Gartner

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Build AI-enabled teams by adapting
organization design, factoring the
impacts of disruptive tech into your
people plans.
Recast marketing’s value by
focusing on marketing’s power to drive
business alignment through catalytic
programs and leadership.
Orchestrate growth by
empowering marketing teams
to reduce cross-functional
collaboration drag.
Recommended Actions
Source: Gartner

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Recommended Gartner Research
For information, please contact your Gartner representative.
The State of Marketing Budget and Strategy in 2023 — Insights From the CMO Spend
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CMOs: Embrace Catalytic Marketing as Your Strategy to Drive Profitable Growth
Sharon Cantor Ceurvorst, Carlos Guerrero and Lizzy Foo Kune
CMOs Must Simplify Collaboration for Digital Growth
Sharon Cantor Ceurvorst, Amy Abatangle, Michael McCune and others

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