Gartner Research

CMO Perspective: Progressive CMOs With P&L Responsibility Get Higher Budgets

Published: 14 March 2017

ID: G00321016

Analyst(s): Kirsten Newbold-Knipp


CMOs accountable to revenue and cost share common traits: They control a greater share of corporate resources, exceed performance goals, and embrace digital marketing tactics and technology. Use this research to expand your marketing team's P&L impact to drive greater business value.

Table Of Contents


What You Need to Know

  • CMOs With P&L Ownership Have Higher Budgets
  • CMOs With P&L Responsibility Report Better Marketing Performance


  • CMOs Owning Revenue Results Share Three Key Traits
    • Key Trait No. 1: A B2B Sensibility
    • Key Trait No. 2: A Multichannel Focus
    • Key Trait No. 3: A High Level of Digital Marketing Maturity
  • CMOs Accountable to Revenue and Profitability Demonstrate Three Replicable Behaviors
    • Behavior No. 1: They Leverage Digital Techniques for Performance, Optimization and Efficiency
    • Behavior No. 2: They Adopt Technology to Scale Talent and Business Results
    • Behavior No. 3: They Lead Functions Outside Marketing's Typical Scope

What You Need to Do

  • Do This First
  • Priority Actions for You
  • Priority Actions for Your Team

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