Program Details

CMO: The Force Multiplier

Driving financial value through better technology strategy, investment, selection, integration, management and innovation.

Sponsors and Partners:

Sponsors and Partners:


Today’s increasingly complex, distributed and digitally-driven marketing ecosystem is challenging global marketers to better integrate and manage data, best of breed solutions, creative resources, brand assets and go-to-market functions. Marketing process improvement, efficiency and yield is directly tied to more effective use of budget, automation, processes, front-office partnerships, data, analytics and intelligence that improve content creation, relevancy, delivery, access, control, workflow, agency/partner collaboration, market engagement, sales lead provisioning, as well as campaign measurement and tracking. All of this requires tighter coupling and collaboration between the CMO and his/her peers - CIO, CPO (Procurement), CISO (security), CRO (Sales) and CFO.

To understand the challenges and best practices, the CMO Council will team with KPMG to lead a series of executive interviews and primary research studies around the evolving need of the CMO to more tightly align across the C-Suite and drive towards today’s increasingly complex marketing mandate.

Learn more about all of our research initiatives below.


Marketing and Security Collaboration
Navigating Recent Developments through the CMO-CISO Partnership: Strengthening Customer and Employee Experiences in a Dynamic Landscape
The extraordinary 60% increase in digital ad revenue observed by the Dutch public broadcaster, Nederlandse Publieke Omroep, after removing tracking cookies from their website, showcases the potential of a cohesive CMO-CISO collaboration. Establishing brand credibility through these partnerships can not only enrich the customer experience but also foster customer loyalty, derive meaningful insights into customer behavior, and elevate employee experiences through the cultivation of a proactively compliant culture.
Amid an ever-evolving digital landscape marked by recent developments, such as the impending phasing out of third-party cookies, ever-growing privacy and security concerns, and the GDPR, CISOs can effectively guide CMOs. By working together, they solidify a secure foundation for customer data, facilitate stronger and more reliable customer engagements, and create an optimal environment for both customers and employees.
The latest CMO Council research, conducted in partnership with KPMG, delves into redefining the CMO-CISO relationship in the context of these topical developments. The study emphasizes the pivotal role of customer confidence in enhancing customer experience (CX) and employee experience (EX) and explores:
  1. Opportunities for CMOs and CISOs to forge collaborative efforts in building customer confidence, navigating recent digital marketing changes, and strengthening customer experiences.
  2. Key alignment initiatives and relationship competencies that promote a compliant and customer-centric internal culture amid the evolving landscape.
  3. Strategies to align mutual objectives and yield outstanding outcomes, keeping up with the recent developments in the digital realm for customers and employees alike.
Our analysis will specifically focus on:
  • The impact of a credible brand on customer experience in the context of the phasing out of third-party cookies and other recent changes, subsequently affecting a company's immediate financial health, customer lifetime value, and employee productivity/confidence.
  • Identifying areas with potential for improved alignment, collaboration, and performance enhancement in critical capabilities while staying up-to-date with recent developments in the privacy and security realm. 
  • Formulating solutions to overcome challenges in establishing a flourishing CMO-CISO collaboration that can effectively address and adapt to the dynamic digital landscape, fostering the best experience for both the customer and the employee.
This enlightening initiative is designed to highlight methods organizations can adopt to enhance the CMO-CISO working relationship amidst current developments and seize novel data marketing opportunities. By fostering customer confidence in an ever-changing context, companies can drive significant improvements in customer and employee experiences, ultimately augmenting the overall value of the brand.


Research: Survey & Reports



Curated Facts & Stats

The relevance of artificial intelligence (AI) in digital marketing is growing. According to McKinsey, generative AI’s impact on productivity could add trillions of dollars in value to the global economy. In 2024, marketers should make use of AI-powered technologies to optimise performance.

Source: Marketing Week

With constant change in the marketing, media, and tech landscape, it’s nearly impossible for CMOs to keep up with what the job demands. And let’s add the inherent misalignment between the CEO and CMO around customer obsession to the list of stressors. The good news? CMOs who show up as strategic business leaders don’t just drive results but are viable CEO successors.

Source: Forrester

When asked to name their marketing departments’ primary responsibilities, only 50% of CEOs gave the same answers as their own company’s CMOs, according to McKinsey.

Source: Campaign Asia

Many CMOs struggle to find a voice at the C-suite table. Three ways to increase C-suite impact.

Source: Deloitte

CMOs can become even stronger partners in the C-suite if they understand what their peers are trying to achieve.

Source: Deloitte

The role of CMO has rapidly grown from one of pure communications to a role that now asks them to be brand custodians, customer experts, creatives, techno fundis and drivers of financial growth.

Source: Modern Marketing

66% of CMOs surveyed by McKinsey said their CEOs were not comfortable with modern marketing, versus 50% of CEO respondents who said they do feel comfortable with modern marketing.

Source: Campaign Asia

Collaboration is key for C-suite leaders looking to drive business impact. However, lingering departmental silos can limit the potential of partnerships across the executive team.


Collaboration is key for C-suite leaders looking to drive business impact. However, lingering departmental silos can limit the potential of partnerships across the executive team.


Only 22% of CMOs say their jobs are well-defined and understood by other C-suite executives, down from 31% in 2019.

Source: Campaign Asia


Curated Reading