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.
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.
