Gartner's 2025 Roadmap: Top Priorities for CMOs

As we approach 2025, the marketing landscape is poised for significant transformation, with CMOs at the helm of driving growth and innovation. Gartner, a leading research and advisory company, has identified three critical priorities for CMOs to deliver marketing excellence in the coming year. This article delves into these priorities, providing insights and data-driven strategies to help CMOs navigate the ever-evolving marketing terrain.

Gartner's top priority for CMOs in 2025 is to transcend disruption by bridging the gap between marketing strategy and operations. In a survey of 395 CMOs, Gartner found that nearly 40% of their budget is devoted to change and transformation activities. However, constant disruption can divert attention from long-term goals. To address this, CMOs must identify where tactical thinking has replaced strategic discipline and dedicate resources to ongoing strategy management. This includes allocating staff time, training, and tools to support strategy management, which Gartner's Ewan McIntyre refers to as a self-funding investment.

Lead marketing to deliver differentiation is the second priority for CMOs. Many CMOs are not fulfilling their growth potential, with only 14% of them effective at market shaping, according to a survey of 125 CEOs and CFOs. To excel in market shaping, CMOs must possess exceptional skills in data-based decision making, strategy management, and market knowledge. This unique skill set enables them to synthesize insights from diverse sources and convert trends into visionary strategies, ultimately driving business results.

The third priority is to maximize marketing's yield by prioritizing customer journey investments. With customer understanding being a significant driver of marketing-led growth, CMOs must address the fact that many customers feel misunderstood by brands. In a survey of over 6,000 U.S. consumers, 58% reported that companies do not have a good understanding of their needs and preferences. To tackle this issue, CMOs should avoid the pitfalls of AI-driven excess and prioritize customer journey investments with the greatest economic return. A data- and hypothesis-led approach will help rebuild emotional connections with customers and drive a mutually productive growth engine.
In conclusion, Gartner's top priorities for CMOs in 2025 provide a roadmap for marketing excellence. By transcending disruption, leading marketing to deliver differentiation, and maximizing marketing's yield, CMOs can steer their organizations towards sustainable growth and success in the ever-evolving marketing landscape.
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