Published: 05 February 2024
Heading into 2024, marketing leaders are prioritizing revenue growth, increasing marketing’s strategic impact and building modern capabilities. CMOs should use this research to benchmark their own strategic priorities and overcome barriers to growing marketing’s impact.
According to the 2023 Gartner Marketing Future Strategic Priorities Poll, CMOs are prioritizing driving revenue growth (47%), equipping their function with modern capabilities (30%) and creating a businesswide strategic impact (26%) as they head into 2024.
However, CMOs anticipate several barriers, which include balancing short-term and long-term goals (61%) as well as talent and skill gaps (43%) and measuring marketing’s impact on the business (40%).
CMOs look to tackle these challenges by learning to articulate marketing’s value to the business, upgrading its capabilities and orchestrating multichannel customer journeys.
An overwhelming majority of CMOs (81%) anticipate generative AI to have a
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Analysts:
Michael Ro, Sharon Cantor Ceurvorst, Alexandra Bellis
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