CMO Insights
How to become and be a successful CMO
What does it take to become and be a successful Chief Marketing Officer (CMO)? This latest research from Deloitte provides unique insights into the thoughts, experience, behaviours and activities of CMOs and offers a comparison with Senior Marketing Leaders – those on their way to the top marketing role- to determine how to become and be a successful CMO. Tracking how the role continues to evolve and how CMO priorities are changing over time, our survey provides the most up-to-date insight to marketing leaders in an ever-evolving environment.
Undertaking this research and sharing the findings is one of the ways we help empower marketing leaders to fulfil their potential, that of their organisations and the wider marketing industry.
The role of a CMO extends far beyond traditional marketing expertise and marketing metrics. By examining the evolving skillset required for success, the importance of work-life balance, and the impact of emerging technologies like Generative AI, this study provides a comprehensive understanding of what it takes to not only become a CMO but to thrive as a leader in the ever-dynamic world of marketing. Exploring the challenges and opportunities facing marketers, this year we take the research further by exploring the nuances around gender to better understand the path to becoming CMO.
Our research set out to help CMOs understand how they compare against their peers and for Senior Marketing Leaders aspiring to be a CMO, understand what they need to do differently as they make their transition to the top role and the C-suite. The research explores topics related to leading your board, leading your colleagues and teams, and leading yourself. This provides a deep-dive into how CMOs and SMLs compare in their behaviour and activities, as well as their experiences along their career path.
Methodology
The study was conducted by Deloitte UK. Data was collected in October 2024 and surveyed 34 Chief Marketing Officers and 50 Senior Marketing Leaders in the United Kingdom – giving a total sample of 84 marketing leaders. The respondents had a wide range of experience, half of all respondents have 11 or more years of experience in marketing, and nearly a quarter of the CMOs have more than 20 years. The organisations were across seven key industries, ranging from an annual revenue of less than £5 million up to more than £50 billion and were a mix of B2B and B2C.
Trend 1: Navigating uncertainty: How CMOs are steering marketing strategy
CMOs are tasked with shaping and communicating their vision to internal stakeholders across the breadth of their organisation and then reflecting that externally through brand and marketing. Senior marketers view soft and strategic skills as the key to the execution of this task.
For the second year in a row, the economic environment is the most pressing concern, with uncertain market conditions influencing senior marketers’ thinking and how they flex their strategies and optimise their teams in order to stay relevant. However, despite economic headwinds and shrinking marketing budgets, CMOs are increasingly confident that their budgets are being allocated optimally.
Trend 2: The evolution of marketing leaders in the technological renaissance
The role of marketing leaders continues to evolve, with today’s changes dominated by technology, data and Generative AI (GenAI). In our second year of conducting the CMO Insights research, there have been some fascinating shifts in the mindset and operational approaches of marketing leaders as they adapt during this technological renaissance. This renaissance is characterised by groundbreaking innovations that are fundamentally transforming marketing strategies and practices. GenAI has revolutionised marketing capabilities and will transform marketing practices.
Trend 3: The path to CMO: Insights and advice for aspiring CMOs
The growth journey to becoming a CMO requires a unique blend of skills, resilience, and continuous adaptation. Offering a rare glimpse into the realities of leadership, here we explore the personal journeys of Senior Marketing Leaders and CMOs, revealing the challenges they overcame to get to their current role, and the valuable lessons learned along the way. Aspiring CMOs must navigate limited connections, conquer self-doubt, and cultivate a diverse skillset encompassing both technical knowledge and social skills for communication and collaboration.
