The Role of CMOs in 2025

The world of marketing never stops evolving, but 2025 feels like it’s going to be a particularly pivotal year for Chief Marketing Officers (CMOs). As we navigate rising acquisition costs, the rise of AI, and growing consumer expectations, the role of the CMO is expanding beyond its traditional confines. No longer just the voice of the brand, today’s CMO is becoming a strategic force, driving business resilience and long-term growth in an increasingly fragmented and unpredictable market.

This isn’t just about keeping up with trends - it’s about rethinking what marketing leadership really means.

From Brand Custodians to Strategic Guru’s

Gone are the days when a CMO’s primary focus was launching campaigns and approving creative assets. In 2025, CMOs are expected to integrate marketing strategies into broader business objectives. They’re shaping how companies position themselves in an economy where both consumer loyalty and trust are harder to come by.

Take, for instance, CMOs who are using AI to power personalisation. Predictive analytics isn’t just about knowing what a customer might want next - it’s about creating experiences that feel intuitive, almost human. Brands that do this well aren’t just converting one-time buyers; they’re building advocates.

And it’s not just about data and tools. CMOs are becoming champions of customer-centric cultures within their organisations. They’re not just asking, "What do our customers want?" but "How do we become indispensable to them?" It’s a big shift, but one that’s absolutely necessary to stay relevant.

Cost and Complexity

Let’s talk about the elephant in the room: rising acquisition costs. With paid media becoming more expensive and less effective, the days of spraying and praying are well and truly over. CMOs are being forced to rethink their spending priorities.

In a recent survey, 75% of CMOs said they are prioritising short-term revenue goals while still trying to balance them with long-term brand strategies. That balancing act is no small feat. But here’s the kicker - those who get it right are doubling down on owned channels like email, SMS, and loyalty programs. Why? Because building relationships is infinitely cheaper and more effective than chasing clicks.

At the same time, technology is presenting both opportunities and headaches. AI tools are being lauded as the silver bullet for operational efficiency, but integrating them into existing workflows isn’t always smooth sailing. The CMOs who thrive in 2025 are the ones who embrace innovation but don’t let shiny tech overshadow the basics - like genuinely understanding their customers.

Time for Big Decisions

If there’s one thing every CMO needs in 2025, it’s courage.

Courage to take risks. Courage to stand for something. Courage to say, "This is who we are as a brand, and this is why it matters."

We’ve seen boldness pay off time and time again. Brands that align themselves with societal or cultural issues often reap the rewards of loyalty and advocacy. But let’s not sugarcoat it - it’s a gamble. Get it wrong, and you risk alienating your audience.

The difference lies in authenticity. Consumers are savvier than ever. They can smell a disingenuous campaign a mile away. CMOs need to ensure their bold moves are backed by real values and actions, not just headlines.

And sometimes, courage means saying no. No to chasing every trend. No to adding complexity for complexity’s sake. In 2025, "less is more" should be more than a design principle - it should be a strategic mantra.

Building for the Long Haul

If there’s one thing we know for sure, it’s that brands built on short-term wins rarely last. The CMOs leading the charge this year are laser-focused on long-term brand equity.

This means leaning into retention over acquisition. It’s about delivering consistent value to your existing customers rather than perpetually trying to woo new ones. It’s about storytelling that resonates, not because it’s flashy, but because it’s meaningful.

Omnichannel strategies play a big role here. When you can create seamless experiences across email, SMS, social media, and even physical stores, you’re not just selling a product - you’re embedding yourself into your customers’ lives.

Another trend we’re seeing is the reallocation of marketing budgets. The average marketing spend as a percentage of revenue has ticked up to 7.7%, with a noticeable shift toward investments in long-term initiatives. This isn’t just about hedging bets - it’s about recognising that building a brand is a marathon, not a sprint.

The CMOs We Need in 2025

So, what makes a great CMO in 2025? It’s not just someone who can crunch numbers or craft a killer tagline. It’s someone who can see the big picture and execute the details. Someone who understands that marketing doesn’t happen in isolation - it’s part of the entire customer journey.

The best CMOs in 2025 are collaborators. They’re working closely with their CTOs to implement AI tools that actually make sense for their teams. They’re aligning with CFOs to justify marketing spend that prioritises retention over acquisition. They’re even partnering with their HR teams to ensure their company culture reflects the values their brand is trying to convey.

And perhaps most importantly, they’re staying adaptable. Because if there’s one thing we’ve learned over the past few years, it’s that the only constant is change.