When redesigning the marketing function to direct disruption, the three essential elements CMOs must consider include:
Addressing Technology and Talent Interdependencies to Harness GenAI
“CMOs must tackle the technology and talent interdependencies created by AI transformation,” said Kristina LaRocca-Cerrone, Senior Director, Advisory, in the Gartner Marketing Practice. “AI readiness is not just a technology problem - it also requires a new approach to marketing talent.”
AI is regarded by many CMOs as a tool, but the marketing function of the future will see AI as an actor. For example, AI can be used as a tool to generate images. As AI shifts to an actor, it might suggest campaign ideas of its own. AI will become more autonomous, more embedded, and more trusted by human employees. CMOs must focus on protecting their human employees from skill degradation caused by reliance on AI by developing employees’ human reasoning skills.
“As AI becomes a major component of every marketing team’s design, augmenting this with human reasoning skills will become a key differentiator,” said Moorut.
A New Approach to Cross-Functional Collaboration
The marketing function is involved in a growing number of cross-functional initiatives, making it harder for employees to focus on marketing priorities. Marketing teams are plagued by ”collaboration drag”: too many meetings, too many processes, too much feedback.
“The natural tendency of the ‘adapt to deliver’ marketing function is to collaborate with other functions more and more,” said LaRocca-Cerrone. “CMOs must take a more selective approach to cross-functional collaboration.”
Reasserting Marketing’s Value Proposition
The marketing function is tasked with delivering growth, but to do this, it must deliver effective differentiation. This differentiation is particularly important for customer engagement and brand value and narrative.
“Marketing teams can use their audience understanding and their storytelling talents to direct perceptions. Many CMOs believe that marketing’s value add is growth, but the best method for impacting growth is through differentiation,” said LaRocca-Cerrone. “By understanding this, CMOs can redefine marketing’s value proposition to the organization.”
Gartner clients can learn more in the report: “CMOs: How to Succeed at Cross-Functional Collaboration for Growth.” Additional information can be found in the complimentary webinar.
About the Gartner Marketing Symposium/Xpo
The Gartner Marketing Symposium/Xpo is taking place May 13-14 in London and June 3-5 in Denver, providing marketing leaders with actionable advice about the trends, tools and emerging technologies they need to deliver business results. Follow news and updates coming out of the conference on the Gartner Newsroom and on X and LinkedIn using #GartnerMKTG.
About Gartner for Marketers
Gartner for Marketers provides the objective, expert advice, and proven tools that CMOs and other marketing leaders need to seize the right opportunities with clarity and confidence, and to stay ahead of the trends that matter. With in-depth research and analysis, Gartner for Marketers helps you focus on the opportunities with the greatest potential to deliver results. More information on Gartner for Marketers is available online at www.gartner.com/marketing. Follow news and updates from the Gartner Marketing practice on X and LinkedIn using #GartnerMKTG. Members of the media can find additional information and insights in the Gartner Marketing Newsroom.
