As CMOs Navigate AI, Aligning with CEO Growth Goals Is Crucial
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C-Suite Outlook

As CMOs Navigate AI, Aligning with CEO Growth Goals Is Crucial

22 January 2024 / Article

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Our roundtable discussion with Members of the Marketing & Communications Center on the C-Suite Outlook 2024—results from our annual survey of CEOs and C-Suite executives—underscores that measuring marketing performance to prove the value of the function is even more important at this time of economic and geopolitical uncertainty.

Our roundtable discussion with Members of the Marketing & Communications Center on the C-Suite Outlook 2024—results from our annual survey of CEOs and C-Suite executives—underscores that measuring marketing performance to prove the value of the function is even more important at this time of economic and geopolitical uncertainty.

Trusted Insights for What’s Ahead®™

  • The CMO needs to be aligned on growth goals not just with the CEO but also with the CFO to secure the resources needed to meet rising performance expectations. In our 2024 C-Suite Outlook survey, compared to CEOs, more chief marketing officers (CMOs) see cost cutting as a route to boost profits in 2024, putting pressure on impact and value measurement to justify investments and show the value of the marketing/communications functions.
  • There is growing emphasis on brand building with both internal and external audiences to drive growth. Our survey results show CEOs cite internal communications and advertising as critical short-term and longer-term growth drivers. To ensure consistent brand building with customers and employees, communications, marketing, and HR teams need to work together on external and internal messaging strategies.

Author

Denise Dahlhoff, PhD

Denise Dahlhoff, PhD Denise Dahlhoff, PhD

Director, Marketing & Communications Research
The Conference Board

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