{{item.videoDuration}}
{{item.title}}
{{item.text}}
{{item.videoDuration}}
{{item.title}}
{{item.text}}
CMOs see upside ahead — now it’s time to unlock it
No other C-suite leader seems as optimistic as today’s chief marketing officer (CMO). Despite 31% of CMOs expecting today’s current level of volatility to stretch over the next two to four years, 43% believe there will be more opportunities than challenges in the next 12 months according to our May 2025 Pulse Survey. And they’re not just optimistic — they feel supported and confident. Nearly all (92%) say they have support from their C-suite colleagues to make bold bets, and more than three quarters (78%) say they’re confident they can successfully handle the strategic aspects of their role.
It’s a strong stance — and one that positions CMOs as energized leaders in a moment of disruption. But in practice, the data shows they’re running into limits — many of them internal — that may be keeping bold strategies from becoming business outcomes.
Strong vision meets real-world constraints
At quick glance, CMOs report strong alignment at the top. Nearly all (96%) say the value of marketing is understood by key decision-makers. And 93% claim they’re directly connecting their efforts to business outcomes — for example, shifting measurement from clicks to metrics like customer lifetime value, retention and revenue contribution. This should signal a mature, strategic function. One that influences product strategy, partners with finance to fund long-term growth and shapes their customer experience with precision. But the data tells a more complex story.
Almost two-thirds (63%) say they’re missing opportunities because they can’t make decisions fast enough. There’s a disconnect between ambition and enterprise-wide agility. So, what’s getting in the way? Among CMOs’ top-3 barriers to delivering their strategy:
- 43% cite resource constraints.
- 41% point to lack of internal alignment.
- 41% say talent retention and skill shortages in key areas.
- 25% cite changing customer demand.
In other words, CMOs may be trying to push their agenda forward — but the surrounding infrastructure isn’t yet designed for the pace and flexibility these strategies demand. Confidence alone won’t close the gap. Without decision velocity, aligned teams and skilled talent, confidence becomes pressure.
CMOs are scaling personalization. The next step? Modernizing how
So, what’s on the CMO’s agenda? As consumers start feeling the pinch of rising costs, tailored engagement is key to building and strengthening brand loyalty. Yet 82% of CMOs say one-to-one personalization isn’t realistic right now, and their biggest cited obstacle is unclear ownership or access to data and tools — an integral part of activating personalized marketing. Beyond the internal barriers, 88% say privacy rules are making personalization more difficult.
CMOs are being asked to deliver precision at scale, despite internal and external hurdles that limit speed or flexibility. Many are responding by turning to artificial intelligence (AI) to augment their marketing function.
In our June 2024 survey, 78% said they’d use GenAI to make changes to their business model. For teams navigating tight timelines or talent constraints, AI is already expanding capacity — accelerating content production, scenario planning and decision support. But as these tools move from experimentation to integration, CMOs have a watchful eye on regulations and how AI may impact their brand. More than any other executive, 81% of CMOs this year are concerned about AI’s legal and reputational risks to their company — well above the 67% of all executives. CMOs are leaning in — but with caution. The opportunity now is to define how AI augments marketing in a way that’s responsible, scalable and responsive to regulatory shifts.
What you can do
- Build talent capacity with intent — not just headcount. With skills shortages ranking as a top barrier, rethink how you allocate your team’s time. AI can’t replace human creativity, but it can reduce the strain on overextended teams. Invest in upskilling while streamlining repetitive tasks. Prioritize “augment over automate.”
- AI can augment constrained teams and free up capacity. But only if CMOs have the right workflows, governance and access in place. Right now, many don’t. Innovation is possible, but scaling it is the challenge.
- Reframe personalization goals to match operational readiness. Most CMOs say one-to-one personalization is unrealistic today, so reset expectations across the C-suite. Focus on scaled personalization — “one-to-few” experiences — until your data and tooling maturity can support more.
Get access to the survey response data
Download the chartpack
Explore the main Pulse survey
Executive takes on 100 days in: What’s next for business
About the survey
Our latest PwC Pulse Survey, fielded May 1 to May 8, 2025, surveyed 678 executives and board members from Fortune 1000 and private companies about the current business environment, the risks executives are facing and their company’s strategic plans and priorities. Of the respondent pool, 83 were chief marketing officers.
{{filterContent.facetedTitle}}
{{contentList.loadingText}}
{{contentList.loadingText}}
Follow us
