CEOs Point To Marketing To Solve Bottom-Line Related Challenges
CEOs are growing more confident in their CMOs and marketing teams, according to the third annual CEO Study on Marketing and the CMO from Boathouse. This year, 26% of CEOs gave their CMO a grade “A” for overall performance, up from 16% last year. Additionally, 40% of CEOs consider their CMO to be “best in class,” a rise from 36% last year and 21% the year prior. Confidence in the marketing function as a whole has also surged, with 49% of CEOs now rating their company’s marketing capability as “best in class,” doubling from 24% last year.
CEOs are increasingly recognizing marketing’s role in driving business success. When asked about the key problems they want marketing to solve, 52% of CEOs prioritized customer acquisition, retention, and revenue growth. Additionally, 45% want marketing to drive sales and market share, while 44% emphasize the need for differentiation and faster growth than competitors. This reinforces marketing’s critical role in revenue generation and business expansion.
Brand reputation remains a priority, but with a secondary focus compared to revenue growth. Improving brand perception (41%) and transforming the company’s narrative (40%) ranked just below growth-related objectives. Interestingly, 71% of CEOs equate brand and reputation as the same, while 29% view them as distinct. Lower-priority concerns for CEOs include increasing social impact (28%), driving investor perception (25%), and leading product or service innovation (24%), though separate research suggests that marketing strength is increasingly influencing investor perception.
With CEOs placing more trust in CMOs, marketing teams must continue proving their value by driving measurable growth while refining brand strategy. As innovation and social impact take a backseat to revenue concerns, CMOs should align their efforts with leadership’s growth expectations while preparing for a potential shift toward broader strategic influence.
Key Actionable Takeaways:
Prioritize Customer Acquisition and Retention – CEOs see marketing as a key driver of revenue growth, so focus on strategies that attract and retain customers.
Align Marketing with Business Growth Objectives – Ensure marketing efforts are directly contributing to sales growth and market expansion.
Enhance Data-Driven Revenue Measurement – Implement advanced analytics to showcase marketing’s impact on revenue and customer retention.
Strengthen Brand and Reputation Management – Since most CEOs equate brand with reputation, develop messaging strategies that reinforce trust and credibility.
Differentiate Through Competitive Positioning – CEOs expect marketing to help companies grow faster than competitors—invest in strategies that set your brand apart.
Leverage CMO Influence in Business Strategy – With increased confidence in marketing leaders, CMOs should take a more active role in strategic decision-making.
Invest in High-Impact Storytelling – CEOs value transforming the company narrative, so craft compelling messaging that resonates with both customers and stakeholders.
Monitor Investor Perception of Marketing Strength – While not a top CEO priority, strong marketing can influence financial analysts and investor confidence.
Keep Innovation on the Radar – While CEOs aren’t prioritizing product/service innovation now, CMOs should prepare for a growing role in driving business innovation.
Adapt to Changing Leadership Expectations – Stay agile as CEO priorities evolve, ensuring marketing continues to be seen as a high-value driver of business success.
