The Voice of the CMO report, 2024

In 2024, CMOs are dealing with an explosion of digital channels and a widening range of disciplines requiring new skill-sets – all driven by rapidly emerging technology, not least Artificial Intelligence (AI).

As marketing leaders try to navigate this shifting landscape, helping the brands they champion to achieve continued success, we recognised that it’s a great time to take a temperature check of their challenges, concerns and changing attitudes.

Censuswide’s Voice of the CMO report explores the views of 500 CMOs from organisations of all shapes and sizes, based across the UK. The report is designed to help CMOs and marketing leaders benchmark their performance, discover common challenges and gain an understanding of their peers.

The key themes covered in the report are:

• CMO priorities
• Keeping customers happy
• Tech trends: the rise of AI
• Skills strategies
• Measuring impact

Key findings include:

• 73% of CMOs are already using generative AI
• 62% are embracing AI with open arms, but 97% still have concerns
• 39% are having to manage more activity with smaller budgets
• 43% claim the stakeholders in their organisation fully understand and are bought into marketing, while 12% state there is no understanding and it’s hard to achieve buy-in
• CMOs who use market research as a measurement tool are more likely than those who do not use it to say stakeholders are fully invested in marketing

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