Top responsibilities for CMOs in 2024

Dr. Amine Arezki

Director of Marketing & Communications at Thales

“In 2024, the role of CMOs becomes both captivating and challenging. Their most pivotal responsibility is to orchestrate a seamless blend of data and technology while nurturing creativity, storytelling, and the embodiment of company values. In this era of data-driven marketing, the skill lies in using data and technology to craft engaging stories that connect with our audience's emotions and align with the core values of the company. CMOs are the architects of narratives that breathe life into a company's values, products, and services, transcending mere facts and figures. Staying at the forefront of industry trends is no longer an option; it's a prerequisite. CMOs must navigate the waves of change with agility, adapting swiftly to evolving customer behaviors. However, it's crucial not only to follow trends but also to create or drive those trends, comprehending their profound implications. In essence, the CMOs of 2024 are the conductors of a modern-day orchestra, harmonizing data, technology, creativity, and company values to compose a symphony that captivates the world.”

“This year, there’s going to be a big focus on humanity. We need to keep things people-oriented, particularly people management through any changes that occur.”

Christine Buck

Chief Marketing and Communications Officer of HIMSS

“CMOs have a few key responsibilities: Building agile teams, creating continuous feedback loops that improve processes, and helping the C-suite see the value we create. Team-building is the foundation, of course. In marketing, there’s nothing more valuable than a group of diverse thinkers who are agile and can lead in times of ambiguity. To build that, CMOs need to create a culture of creativity, experimentation, and support from the top down.

“Executive buy-in is the other piece of the puzzle. As a CMO, you have to position marketing as a business accelerator, not as a silver bullet. Marketing simply can’t fix bad products or poor customer experiences, but it can lead organizational change. CMOs should focus on not just building great brands but also delivering revenue to the organization – and making sure other executives understand your team’s value.”

Miruna Dragomir

CMO of Planable

“When we talk about the year 2024, it's impossible not to think about AI. As CMOs, it's our role to guide our teams in finding the best ways to use AI for growth and adaptation. Often, marketers are so focused on their daily tasks that they don't get the chance to step back and rethink old methods. However, with AI changing things so quickly, we must be prepared to regularly update our approaches and ideas. Traditional processes are becoming less effective every day, and our understanding of what's possible in marketing is constantly evolving.

“Our main responsibility as CMOs is to ensure that our teams are continually learning and staying on top of these changes. We need to keep ourselves informed about the latest developments in AI, share this knowledge with our team, and encourage them to continuously refine and adapt their tactics. Staying agile and responsive to these rapid changes is essential for thriving in the fast-paced world of marketing.”

Drew Fine

Fractional CMO with Rion Aesthetics

“Helping teams and companies prioritize work with the explosion of data and all the tools that allow anyone to be a marketer (or so they believe).”

“Efficiently managing the impact of marketing against the full GTM motions that exist within a business. I think in 2024 it will be more important than ever for CMOs to prove their value, show they can grow without all the bells and whistles that existed before, and do it in a way that creates a vision worthy of following for the organization.”

Lori Goode

CMO of Index Exchange

“A critical responsibility for CMOs in 2024 will be addressing ‌the growing demand for brand accountability, especially in areas like sustainability and diversity, equity, inclusion, and representation. This shift isn't just a trend but an essential aspect of business growth, especially considering the significant spending power of underrepresented groups, estimated at $5.4 trillion. Brands failing to align with these values risk being left behind, both from a business and growth perspective, but also in addressing the needs and concerns of their employees.

“Businesses must leverage these practices in their core strategies, as this alignment is now a fundamental business imperative. This shift is influencing business-to-business dynamics as well, evident in how brands assess their suppliers' practices in sustainability and diversity through RFPs.

“As we head into 2024, I anticipate more public accountability regarding how companies address diversity, equity, inclusion, and sustainability. This shift isn't only a positive development but a necessary one, as it'll drive real change and hold businesses accountable. It signifies a critical alignment of business growth with societal values, enabling a significant transformation in business strategy and consumer expectations.”

Eric Herzog

CMO of Infinidat

“Teamwork and the ability to take technical value and translate that into business value. This is crucial for companies in the technical and IT sectors.”

Eugina Jordan

CMO of Telecom Infra Project (TIP)

“In the fast-paced landscape of 2024, I see the heart and soul of a CMO's role as understanding people – our customers – and making their experiences genuinely valuable. It's not just about data; it's about tapping into the stories and needs that data tells us. As CMOs, we need to weave those insights into the fabric of our strategies, creating campaigns and interactions that feel personal and authentic.

“Let's think of data not as numbers but as the voice of our customers, guiding us to craft messages and experiences that truly resonate. So, in 2024, our most vital task is to be the champions of real connections, shaping a culture that puts people at the center and ensuring our brands are not just seen but deeply felt.”

Bronwyn Karaoglu

Global Vice President of Marketing at Ignition

“The CMO's role in B2B tech in 2024 will need to be the orchestrator of hyper-personalized customer journeys. We'll have to move beyond generic campaigns, using data and AI to understand each target audience's unique struggles and aspirations.

“It will be our responsibility to ensure that the content addresses their pain points directly, offering interactive tools that let them see the future of their business with the solution in hand, and build communities where they share success stories and amplify your brand. 

“This goes beyond mere lead generation; it's about building quantifiable loyalty and value across the entire customer lifecycle. In an increasingly crowded marketplace, CMOs in my opinion will need to master this personalized approach to see their brands rise above the noise and achieve sustained success.”

Jenny Landin

Global Marketing Director at Fiskars Group

“CMOs in 2024 will need to even further strengthen their brand identities - the stronger the brand stands out, the more successful you will be. There has been a development in recent years focusing a lot on performance marketing but now it is time for the brands to invest in brand building for the future.”

Gareth Mellor

Vice President of Global Marketing & Communications at Downtown Music Holdings

“Stability: Teams around the world have had a rough few years, it's up to leaders to give them clear guidance on the way forward and make sure they're giving and getting the best they can to and from their teams.

“Clear messaging: Every marketplace and every channel is busier and noisier than ever before, marketing leaders have to make their messaging cut through that while ensuring that it holds more than shock or short-term value.

“Education: Marketing has changed in every way possible and it's important to recognize that and ensure both you and your team are giving the opportunity to continuously learn.”

David Moreno

CMO of Virtualware

“In 2024, the emphasis is on driving growth. The potential of marketing to yield substantial business impact and facilitate growth is frequently underestimated. This year stands as an opportune moment to showcase and validate this potential.

“CMOs serve as linchpins, strategically connecting customers with companies, and harmonizing disparate departments toward a unified mission. This concerted effort translates the CEO's vision into actionable reality. This alignment positions us favorably to steer enduring, long-term success for businesses.”

Rainer Stiller

Global CMO at Vertiv

“We need to embrace new technologies and tools that enable our teams to be faster, more productive, more accurate, and more creative – with a shareable, flexible reporting model that can demonstrate the results of many types of work – all within a sustainable budget.

“At the same time, we need to be supportive of adoption and learning curves for this technology, giving our team members time to learn and appreciate how new processes can improve our organization. The CMO Alliance in particular stands out here as a leading resource to guide and accelerate the path for my team to reach their top performance and realize their true potential.”

Kim Warne

Senior Vice President & CMO of Wesco International

“Taking advantage of once-in-a-career market opportunities to drive profitable growth in this unpredictable economic environment.”