The ability to effectively measure and leverage information can make or break an organisation's success.
Traditionally, marketing has been viewed as a necessary expense rather than a strategic driver of business success. However, in response to growing economic uncertainty and the disruptive impact of emerging technologies, a new approach is emerging.
The role of marketing has undergone a profound transformation in recent years. Once viewed as a cost center, marketing must now prove its ability to drive tangible business growth and profitability.
From the ongoing saga of Google's third-party cookie deprecation to the rapid rise of AI and the continued squeeze on marketing budgets, CMOs and their agency partners have had to navigate some choppy waters recently.
Jessica Jacobs, Incubeta's MD: Northern Europe, looks at the expected 2025 agendas for global CMOs, with some surprising opportunities.