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Strategic, data-driven CMOs elevate the customer experience
The role of chief marketing officers (CMOs) is evolving. With rapid tech advancements, rising customer expectations and stretched marketing budgets, today's CMOs face a complex landscape. They should navigate these marketing challenges while driving innovation, aligning their strategies with both company goals and customer needs. The ability to balance technology investments with personalized customer experiences and measurable results will define the success of marketing leaders in this dynamic environment.
In the spotlight
CMOs anticipate new regulations and what they mean for marketing
Data privacy is often top of mind for today’s CMO. As you rely on customer data more and more for targeted advertising, personalized marketing and customer experience optimization, staying ahead of regulatory shifts is critical. And marketing leaders see election-driven changes coming, according to our latest Pulse Survey. Anticipating these changes and understanding evolving consumer priorities will be crucial.
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[83%] of CMOs anticipate revisiting their brand messaging post-election
Source: PwC Pulse Survey, October 2024
What to focus on in 2025
Technology
Fine-tune your marketing tech to unlock value
The influx of new technologies like GenAI expands the capabilities available to marketing leaders. By translating analytics into insights, you can better adapt to the changing preferences of your customers and deliver an enhanced experience. You can elevate customer journeys by leveraging data, creating individualized connections and anticipating evolving needs.
In fact, 7 out of 10 CMOs surveyed by PwC said their company is behind the competition in adopting new technologies. Meanwhile, marketing leaders are under immense pressure to deliver stronger results from current tech investments. Demonstrating ROI remains crucial for securing marketing budget. Consider your existing resources and invest in fewer, high-quality solutions. As responsibilities overlap with your tech and data leaders, collaborate on a shared vision that drives outcomes for your business.
Additional ways to fine-tune technology to unlock value
Technology
How tech can increase customer attraction
Businesses can accelerate customer attraction by strategically using technology to offer personalized experiences, address customer challenges and build trust through ethical use of data.
Generative AI
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Generative AI
How to leverage generative AI to unlock value and reinvent your business
Discover generative AI's potential for digital transformation in company operations, workforce, cloud and data modernization and business reinvention.
Transformation
Leverage data as a competitive differentiator
Explore how data collaboration and clean rooms can enhance marketing strategies, overcome privacy hurdles and provide deeper customer insights.
[78%] of CMOs say they’ll use GenAI to make changes to their business model
Source: PwC Pulse Survey, June 2024
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.
[40%] of CMOs strongly agree that the value of marketing is understood by key decision-makers in the company, down from 54% in 2023
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 (RAI) 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.
[85%] of CMOs said building trust with customers through privacy and consent is a priority (48% high priority)
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
Converting disconnects into loyalty opportunities
Discover opportunities for CMOs and marketing leaders to build loyalty enabling them to attract and retain customers.
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.
[83%] of CMOs said personalizing the customer experience is a priority (40% high priority)
Source: PwC Pulse Survey, June 2024
Explore executive insights
Identify the key focus areas of your colleagues.
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