Published: 22 February 2024
Disruptive forces inside and outside the enterprise will continue to impact marketing strategies in 2024. Successful CMOs harness disruptions to their advantage — this starts with an understanding of the forces that will impact marketing in the year ahead.
The disruptive effects of generative AI (GenAI) introduce new uncertainty on top of existing execution challenges for how to best adapt marketing skills and capabilities.
Amid acute business risks and broad digital ownership, the marketing function risks being descoped such that it can no longer drive long-term business health.
Cross-functional inefficiencies erode margins and constrain the pursuit of new growth opportunities enabled by digital transformation.
Build AI-enabled teams by adapting org design and factoring the impacts of disruptive tech into your people plans.
Recast marketing’s value by focusing on marketing’s power to drive business alignment through catalytic programs and leadership.
Orchestrate growth
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