To get under the skin of today’s marketing leaders, TEAM LEWIS partnered with NewtonX to survey 301 CMOs from around the globe for our 2024 Global CMO report.
The report was a candid snapshot of the priorities, pressures and ambitions shaping the marketing world back then.
But how have things changed? Have those trends evolved? Keep an eye out for the 2025 edition of our Global CMO Report, where we’ll reveal what’s changed, what’s next, and how marketing leaders are rewriting the playbook for the year ahead.
For now, here’s a recap of our 2024 findings to help set the scene.
Growth and Goals: Customer Acquisition Takes Centre Stage
- CMOs are laser-focused on business growth, with acquiring new customers topping their marketing agendas for 2024 and beyond.
- Optimizing ROI and building brand awareness are also high on the list, reflecting a strategic approach to driving results.
Where the Money Goes: Paid Search and Content Marketing Lead
- Marketing leaders are investing where they see the greatest impact, with paid search and content marketing emerging as top priorities.
- These channels are outpacing traditional tactics as CMOs look for measurable returns.
Tracking Success: Sales-Oriented KPIs Dominate
- With customer acquisition in the spotlight, CMOs are tracking a broad range of performance indicators.
- From acquisition costs to conversion rates and website traffic, data-driven decision-making is at the heart of modern marketing leadership.
Challenges: Competitive Pressure and Revenue Growth
- Today’s CMOs face intense competition and mounting pressure to deliver revenue and leads.
- They’re responding by optimizing budgets, prioritizing customer experience, developing robust content strategies and leveraging AI and machine learning.
Procurement: A Process in Need of Change
- Many CMOs are rethinking their approach to procurement, seeking more direct engagement with vendors and agency partners.
- The process can be slow and sometimes even strain agency relationships, prompting a shift toward proven expertise and strategic thinking.
The Evolving CMO Role: Strategy, Data and Collaboration
- The CMO role is more strategic than ever, with a strong emphasis on big-picture planning, data-driven insights and cross-functional collaboration.
- However, there’s a growing need for financial acumen and adaptability to new technologies among marketing leaders.
AI in Marketing: Promise and Preparation
- AI is transforming marketing, from content creation to personalization and ad optimization.
- While many organizations are experimenting with AI, systematic integration and AI literacy remain ongoing challenges – alongside concerns about security and preparedness.
The Future: Excitement and Anxiety
- CMOs are both excited and anxious about the future, balancing the promise of AI integration and personalized marketing with the pressures of rapid technological change and content saturation.
- Continuous learning and innovation are key to staying ahead.
Supporting Causes: Room for Growth
When it comes to supporting causes, most organizations align their efforts with corporate goals, but there’s room to expand impact and engagement with non-profits and community initiatives.
The 2024 CMO landscape is defined by a relentless focus on customer acquisition, a growing reliance on data and AI and a desire for more agile, strategic partnerships. As technology and competition accelerate, CMOs must balance innovation with adaptability to stay ahead.
Want the full story? Download the TEAM LEWIS Global 2024 CMO Report for all the insights and data behind the headlines. Stay tuned for our 2025 edition launching soon.
