Is the CMO’s job really easier in 2025???
Sir Martin Sorrell claimed that the role of a #CMO has become easier, largely because four platforms: #Google, #Meta, #Amazon, and #TikTok, now dominate the digital ad landscape, accounting for half of global ad spend outside China.
At first glance, it seems logical. Fewer channels, greater spend concentration shouldn’t that mean fewer complexities?
Not quite.
While these platforms may dominate media budgets, the reality for most CMOs in 2025 is anything but easy. The challenge isn’t where to spend, it’s how to get the most out of every dollar spent. With shrinking budgets, data privacy regulations tightening, and digital transformation showing no sign of stopping, CMOs are navigating a landscape that’s constantly shifting.
*Budget Constraints & Efficiency Pressures*
Economic uncertainty means every investment is scrutinised. CMOs are under pressure to drive #ROI but with fewer resources and, in many cases, without the level of funding needed for large-scale digital initiatives.
*The Data Privacy Dilemma*
With consumers demanding greater control over their data and regulators enforcing stricter compliance, CMOs must adopt #zero-party and #first-party data strategies while maintaining trust and delivering personalised experiences. Many are still not fully prepared for a cookieless future.
*Talent: Upskilling & Retention*
As marketing becomes more tech-driven, there’s a growing need to bridge the gap between marketing talent and technological expertise. Upskilling teams and attracting the right talent is now a strategic priority but a struggle. I know many organisations fail to utilise the potential of their martech investments, as they don't have the talent required.
*Adapting to Organisational Change*
Sorrell himself noted that AI-driven change requires structural shifts within organisations. For CMOs, this means dealing with internal resistance while pushing for digital transformation at scale. Talent realignment and restructuring are ongoing battles, not hypothetical scenarios.
*The Mandate is Beyond Ad Spend*
Modern marketing leaders aren’t just ad spend managers. They’re brand custodians, customer advocates, drivers of innovation, and key contributors to business growth. Balancing long-term brand strategy with short-term performance metrics requires constant recalibration.
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While the majority of ad spend may be consolidated, making the tactical channel decisions easier, the strategic role of a CMO is more complex than ever. Success in 2025 requires navigating budget pressures, compliance risks, talent gaps, and organisational change. At the same time, CMOs must secure a share of voice at board level while maintaining a laser focus on delivering value to both customers and the business.
Easier? Hardly!
Would love to hear what’s your biggest challenge as a marketing leader today?
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