Chief marketing officers (CMOs) are under more pressure than ever to prove marketing’s value as economic uncertainty encourages organizations to reconsider budget assumptions and priorities. As volatility continues, it is essential CMOs have the tools to quantify how marketing supports sales growth, customer retention and customer experience.

Leaders are under more pressure to drive efficient growth. Three trends impacting CMOs in 2023 are: 1) Shifting customer behaviors amplify uncertainty, 2) Burdensome cross-functional collaboration yields worse organizational outcomes and 3) Disruptive market dynamics eroding traditional sources of brand value

The current environment demands a relentless focus on customer value, purposeful evolution of the marketing function, and continual optimization of brand value. In order to meet the enterprise mandate of driving growth amid continued disruption, CMOs must act decisively to prioritize their investments and their strategy for the year ahead.