"CMOs are closing out another year defined by churn and shifting ground. With the pace finally easing, they're taking a moment to assess the pressures, priorities and swings that will set the tone for the year to come. Below is how their outlook stacks up, laid out in clear, graphic detail. The perennial gap between CMOs and CFOs It's a familiar tension, and one that refuses to fade."
"Only 21% of the 167 marketers surveyed in the U.S. and Canada by Perion and Advertiser Perceptions said they were aligned with their finance teams on budgets and metrics. The number underscores why marketing still struggles to shed its reputation as the soft discipline in the C-suite. Yes, there are pockets where it carries real weight - think Unilever, Procter & Gamble and Coca-Cola - but those remain the exceptions rather than the norm."
"A clear subplot from this earnings cycle has been the renewed focus on growth inside the boardroom. Boston Consulting Group points to a shift over the summer, with CEOs zeroing in on how their companies push through a dense thicket of challenges and emerge stronger. Advertising is central to that push, much as it was three years ago when leaders leaned on marketing to help cushion pandemic-era price hikes."
CMOs are finishing a year marked by churn and changing conditions and are pausing to evaluate priorities for the year ahead. Only 21% of surveyed marketers report alignment with finance on budgets and metrics, reinforcing marketing's reputation as the softer C-suite discipline despite notable exceptions. Boards and CEOs are refocusing on growth, with advertising regaining prominence as a tool to navigate challenges and drive recovery. Marketers are pushing agencies toward outcome-based remuneration, with 41% planning to embed outcomes into agency models next year, and AI is accelerating that shift.
Read at Digiday
Unable to calculate read time
Collection
[
|
...
]