What’s important to the CMO in 2025

Strategy and growth

Lead growth as a strategic innovator

Now, more than ever, lines are blurring across the C-suite — and there’s an opportunity for CMOs to carve out a role as innovator, strategist and growth-driver. From working with the CEO to tell your company's story to activating the new tech capabilities with the CIO, you thrive as the driving force behind reinvention. Prioritize collaboration with every member of the C-suite who interacts with your customer and help align marketing efforts with the company’s strategic vision.

Work closely with your CFO to identify key metrics that demonstrate marketing’s positive impact on revenue, especially in today’s challenging economic environment, where cost pressures, inflation and other factors disrupt customer relationships and marketing strategies.

Additional ways to lead growth as a strategic innovator

Strategy and growth

PwC Pulse Survey: Executive takes on election 2024

In our latest survey, find out how CMOs are navigating budgets, talent challenges, personalization gaps, and more — by focusing on strategies to drive growth.

Strategy and growth

Collaborate across the C-suite to drive growth

Find out how CMOs can help keep their marketing machine in high gear and prove its value to finance departments, as well as across the C-suite.

Value creation

PwC Pulse Survey: Finding opportunity in reinvention

Find out how marketing leaders are rebranding their role and becoming strategic partners across the C-suite in our PwC Pulse Survey.

Value creation

Analyzing and translating the value of personalization at scale

Learn how to measure and optimize marketing impact, drive growth and communicate ROI to stakeholders.

Source: PwC Pulse Survey, June 2024

Trust

Drive outcomes with trust

Marketing leaders, who engage directly with customers far more than their C-suite peers, can play a pivotal role in safeguarding and expanding consumer trust. When your company’s purpose and values resonate consistently and authentically across all channels, you add a human touch that can help differentiate your brand in a crowded market.

Communicating your company’s Responsible AI strategy can also build trust as these tools become more integrated into your marketing. Additionally, as your tech delivers data, privacy should be a priority — 88% of consumers said it’s important for companies to disclose data privacy policies but only 32% of executives said their companies do it. Transparency can go a long way in building and reinforcing trust at every turn.

Additional ways to drive outcomes with trust

Trust

Trust: It accelerates the bottom line

Find out what employees, customers and business leaders think about business trust and what leaders can do to deliver.

Artificial intelligence

Benchmark your AI readiness

Discover insights into responsible AI and GenAI adoption, risk management and value creation.

Data risk and privacy

Safeguard personal data while using it to elevate customer experiences

Leverage consumer data for personalized experiences and brand enhancement, ensuring data protection to build trust and drive revenue growth.

Source: PwC Pulse Survey, June 2024

Customer experience

Unlock loyalty with personalization

Customers have more options than ever — and less time to choose. If you fail to meet their expectations, they can swiftly take their business elsewhere. Marketing teams can leverage tech such as GenAI to quickly and cost-effectively create hyper-personalized customer content, journeys and experiences that help fortify your brand and foster unwavering loyalty. However, as you tap into the vast amount of data driving these experiences, ensure its proper use and safeguard customer privacy.

There have been huge leaps in marketing technology, yet these innovations come at a time when there seems to be a disconnect between executives and consumers on how loyalty is defined, when it’s won and where it’s lost. Understanding how your customers make loyalty decisions throughout their journey can help turn loyalty into a growth engine.

Additional ways to unlock loyalty with personalization

Customer experience

What’s next in customer experience — hear from the leaders themselves

Get real insights from top executives in our Real Stories series — what’s working, what’s not and what’s next in the evolution of customer experience.

Customer experience

Chipotle’s “secret salsa” for digital growth? Personalization at scale

Find out how Chipotle has prioritized digital growth by creating personalized digital experiences for customers to drive attraction, loyalty and retention.

Customer transformation

The power of personalization: Building a strategy that works

Find out how delivering personalization at scale (PAS) will improve customer loyalty, marketing effectiveness, revenue growth and more.

Customer transformation

Responsible AI meets creative strategy: Building customer attraction that lasts

Learn why focusing on authentic customer connections can allow companies to actively shape the future of business in an AI-driven world.

Source: PwC Pulse Survey, June 2024