Published: 23 May 2024
CMOs struggle to link marketing strategies to business value and impact. As enterprise business evolution pressures mount, CMOs can use this research to gain and sustain cross-functional alignment, cascade plans with clear progress metrics and adjust them based on strategy context and execution.
Most CMOs view the challenge of developing strategic plans that meet stakeholder needs across brands, business units and regions as a process problem rather than one of driving consensus on the most critical business priorities marketing will support.
Without agreement on business priorities, CMOs create strategic plans that look more like “to-do” lists, with high-level business goals and a variety of marketing tactics with no clear connection between them.
CMOs fail to execute as competing needs and shifts in business priorities lengthen each list in unstainable and unresolvable ways.
Establish what you will be held accountable for by assessing the
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