REQUIRED READING POST

The fusion of artificial intelligence and marketing technology has reshaped how businesses connect with their audiences. This timeline demands a strategic approach. To stay competitive and drive growth, marketers need to use insights from data analysis, AI tools, as well as creativity and innovation.

Is Your Data Prepared to Unlock GenAI's Business Value?

After a year of delivering mostly marginal efficiency gains, GenAI is on the verge of accelerating functional effectiveness and competitive differentiation. Nearly 4 in 5 business leaders believe GenAI will deliver a competitive advantage over the next 18 months, such as agentic AI improving the customer experience. But not everyone will be able to reap the benefits, according to CMO Council’s latest report, ‘The Pathway to GenAI Competitive Advantage’. Some 3 in 5 leaders aren't confident in their data-AI readiness to achieve GenAI value. Our report, "The Pathway to GenAI Competitive Advantage," examines how GenAI might shape, impact and influence the way data is used for competitive advantage if properly prepared and primed.

The findings of this report are based on a global survey of more than 170 business and functional leaders across industries and geographies and in-depth interviews with GenAI experts. Over 80% of respondents hold EVP/SVP/VP/GM/CIO/CTO/CISO/CLO titles, and 60% represent large corporations with annual revenues of more than $1 billion. Download your copy of the report today to see how your GenAI data readiness stacks up amongst your peers.

DOWNLOAD the report to see how your GenAI data readiness stacks up amongst your peers

Take the Right Route to Revenue in the Intelligence-Powered, Marketing Technology Era

Chief marketers are typically overwhelmed with the day-to-day demands associated with strategic planning, branding, meeting, campaigning, and peer-level politicking. They are distracted by greater demands, complexities, and tactical execution challenges in the go-to-market process. In many cases, they are diverted with organizational transformation, operational restructuring and talent sourcing needs. And they face pressure to better map and model the marketing mix, as well as substantiate and validate marketing spend.

“Assess Where You Need to Progress” is a valued CMO Council thought leadership program with Zeta Global aimed at engaging senior marketers in a benchmarking process to determine their company’s level of digital marketing maturity, organizational capacity and performance predictability. It will also look at where and how modular, progressive and selective investments in MarTech are improving marketing campaign effectiveness, market competitiveness, and overall business growth.

Included in this thought leadership initiative is the provisioning of an interactive online tool to scorecard MarTech readiness, as well as recommend optimal migration paths.

CLAIM your thought leadership advantage

Factors Impacting Functional Marketing Performance

“This year’s Marketing Vitality Index shows CMOs under pressure to grow revenue, meet rising customer expectations, create operational efficiencies, improve campaign performance, rein in costs, and address challenges in MarTech,” notes Donovan Neale-May, executive director of the CMO Council, which has 16,000 members in 10,000 companies worldwide. “The good news is that the expansive CMO remit showcases marketing’s rising influence in the enterprise.”

Some of the notable MPIs curated for the Marketing Vitality Index include:

• 57% of CMOs said MarTech investments in GenAI are likely to create the most value and ROI, followed by 49% in Customer Data Platform & Insights (Source: CMO Intentions 2024)
• 80% of highly evolved marketers are satisfied with their intention-based marketing, compared to only 17% of lesser evolved marketers (Source: Fire Up Your Revenue Generation Engine)
• 37% of CMOs said their campaign performance needs improvement (Source: CMO Intentions 2024)
• Over two-thirds of buyers involved in large and complex transactions valued over $1 million are Millennials and Generation Z buyers (Source: Forrester)
• 90% of CMOs are aggressively expanding their investments in digital commerce (Source: Gartner)

DOWNLOAD the report to find out more