Skip to main content

CMO Insights

How to become and be a successful CMO

What defines CMO success? This latest Deloitte research offers unique insights into the minds of Chief Marketing Officers (CMOs) and Senior Marketing Leaders (SMLs) on their way to the top role, exploring their experiences, behaviours, and evolving priorities. By comparing those at the top with those on the rise, we uncover the keys to becoming and thriving as a CMO in today's dynamic environment.

Our goal is to empower marketing leaders to reach their full potential and drive success for their organisations and the industry. And the CMO Insights are just one way we aim to do this.

Marketing continues to be an exciting place to work; technology is prompting disruption left, right and centre; economic fragility is forcing us to work smarter; consumers face more choice than ever; the Chief Marketing Officer (CMO) role continues to broaden.

Will Grobel, CMO Programme Director, Deloitte 

Becoming a CMO demands more than just marketing expertise. This study explores the evolving skillset, the critical role of work-life balance, and the impact of emerging technologies like Generative AI for CMO success. We delve into the challenges and opportunities facing today's marketers, including a deeper look at gender dynamics on the path to CMO leadership.

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.

CMOs face the challenge of translating their vision into effective internal communications across the business and external brand and marketing strategies. Senior marketers believe strategic and interpersonal skills are crucial for this to be successful. For the second consecutive year, economic uncertainty remains a top concern, impacting strategic planning and team optimisation. Despite these challenges and tighter budgets, CMO confidence in budget allocation is rising.

Explore CMO Insights Trend 1

The marketing leadership landscape is rapidly evolving, driven by technology, data, and the transformative power of Generative AI. Our second annual CMO Insights study reveals fascinating shifts in how marketing leaders are adapting to this technological renaissance, embracing innovations that are reshaping strategies and practices. Generative AI is at the forefront, revolutionising marketing capabilities and practices.

Explore CMO Insights Trend 2

The path to CMO demands a unique blend of skills, resilience, and adaptability. This exploration of CMO and Senior Marketing Leader journeys offers valuable insights into the challenges faced and lessons learned on their rise to leadership. Aspiring CMOs need to expand their networks, overcome self-doubt, and cultivate the essential skillset including technical, communication, and collaboration skills needed for success.

Explore CMO Insights Trend 3
 

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.

If you’d like to discuss any of the Insights or would like to discuss some of the challenges you’re facing in your marketing role, please get in touch.

Did you find this useful?

Thanks for your feedback