Executive Summary

Chief marketing officers (CMOs) held on tight to weather the twists and turns of 2020. With the onset of a new year, opportunities are emerging for the CMO to reshape and redefine what it means to be a growth driver. This report focuses on the key priorities CMOs will address and attack over the next 12 months. It addresses the forces and factors threatening success and the tools and technology under investigation to advance the marketing agenda. 

The findings in this report are based on a four-question online poll of 80 senior marketing executives and qualitative interviews with senior leaders across business-to-business as well as business-to-consumer organizations. The online poll was conducted in January 2021. 

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