Gartner Survey Reveals Only 45% of CMOs Surpass Senior Executive Expectations Despite Achieving Objectives. - Gartner

Only 27% of CEOs and CFOs say their CMO’s performance exceeded expectations in the last year, according to a survey by Gartner, Inc. Even when marketing hits its commercial targets and makes significant contributions to corporate growth, that number only rises to 45%.

A survey of 125 CEOs and CFOs conducted revealed just 34% of CEOs and CFOs see eye-to-eye with CMOs on marketing’s role in supporting growth.

“Landscape, delivering results is just the baseline for CMOs. To thrive, they must raise their leadership profile in the C-suite,” said Sharon Cantor Ceurvorst, VP, Research, in the Gartner Marketing Practice. “CMOs need to clarify their role in growth initiatives and improve collaboration on key initiatives. By understanding stakeholder priorities and demonstrating strategic insight, CMOs can enhance their influence and contribute more significantly to corporate strategy."

Figure 1. Scenarios Most Likely to Lead to CMO’s Removal

CMOs Struggle to Align With C-Suite Peers

The survey highlights the need for improved communication between CMOs and the rest of the C-suite. Just 22% of CEOs and CFOs say they have received significant clarity from their CMO regarding marketing accountabilities. Furthermore, just 38% of senior executives believe their CMO consistently collaborates effectively with other senior leaders, and only 54% feel confident in their CMO's ability to prove the value of marketing to the enterprise.

"There is a pressing need for CMOs to bridge the gap with their executive peers," said Chris Ross, VP Analyst in the Gartner Marketing Practice. "To truly drive growth and demonstrate marketing's value, CMOs must enhance how they work with others within the C-suite."

Top Reasons for CMO Dismissal Include Unmet Expectations, Inflexibility, and Lack of C-Suite Respect

Today’s CMOs are under increasing pressure to not only meet performance metrics but also to earn the respect of their C-suite peers. Sixty-nine percent of CEOs and CFOs said that failure to deliver the promised results from marketing strategy would be the top scenario that would lead to a CMO's removal (see Figure 1). However, the role of a CMO extends beyond just hitting targets: CMOs must also demonstrate adaptability, with 58% of executives citing this as a critical factor for continued tenure.

Beyond in-role performance, earning the respect of the senior leadership team is paramount, with 54% of CEOs and CFOs indicating that a lack of respect from peers could lead to a CMO's dismissal. It’s not enough for CMOs to achieve the desired results. They must also foster strong relationships and build credibility within the executive team.

To learn more, visit: www.gartner.com