New CMOs Must Bridge the Expectations Gap by Aligning Marketing with C-Suite Priorities

In the face of a VUCA (Volatility, Uncertainty, Complexity, Ambiguity) environment, CMOs must identify blind spots, consider implications, and continuously monitor their surroundings. Understanding marketplace, industry, and company dynamics is essential for leveraging experience to maintain momentum or drive change. 

For new CMOs, navigating their role within organizations, the stakes are high as they seek to overcome the C-suite expectations gap and prove marketing’s value.

From the Gartner Marketing Symposium/Xpo in Denver, CO, we spoke with Chris Ross, VP Analyst in the Gartner Marketing Practice, to explore how new CMOs can quickly establish priorities, understand their roles and deliver significant enterprise impact.

Journalists who would like to speak with Chris regarding this topic can contact Elizabeth.Bishop@Garter.com. Members of the media can reference this material in articles with proper attribution to Gartner.

A: It's crucial for new CMOs to quickly gain clarity on their priorities. They often encounter a barrage of requests and demands, making it essential to distinguish between what's important and what's not. Successfully identifying the organization's true priorities is key to their success.

Building strong connections with key stakeholders can help new CMOs gain valuable insights into the organization's strategic priorities and operational dynamics. These critical collaborations allow CMOs to align marketing initiatives with broader business objectives, ensuring that their efforts are both relevant and impactful. 

Additionally, a powerful network of allies within the organization makes it much easier to implement marketing strategies and foster a culture of support and innovation. New CMOs must be clear on priorities and begin cultivating critical relationships to accelerate their success in the role.

A: Volatility has become the new normal, and every CMO must be equipped to handle such an unpredictable environment. A new CMO brings the advantage of a fresh perspective, allowing them to view the business with new eyes and avoid entrenched ways of thinking. This is an opportunity to navigate volatility differently.

New CMOs should be looking for potential organizational blindspots. This involves continuously monitoring market trends, shifts in customer behaviors, and competitive dynamics. Paying close attention to the macro environment and calibrating strategy and programs accordingly is key to staying attuned to conditions.  

Additionally, active communication with other departments and stakeholders can provide additional diverse perspectives and uncover hidden risks or opportunities. By staying informed and adaptable, CMOs can maintain momentum and drive meaningful change within their organizations.

A: A shared understanding of expectations is the key to addressing the expectations gap. Gaps in expectations are often based on the lack of clear communication between CEOs, CFOs, and CMOs on marketing roles and deliverables. It sounds fundamental, but a Gartner survey of 125 CEOs and CFOs in August and September 2024 indicates only 22% of respondents believe they have clarity from their CMOs on roles and responsibilities. 

Building on clear expectations, new CMOs must become masters of the marketing value and impact story. This means ensuring marketing is aligned to core business priorities, and marketing activities are clearly connected to addressing those priorities. 

The key to bridging the expectation gap lies in maintaining clarity, focusing sharply, and achieving results on the most critical objectives. It's nearly impossible for any CMO to fulfill every item on their organization's marketing wish list. Therefore, new CMOs should be highly selective about where they invest their time and energy.

Gartner clients can learn more in the ebook, “The CMO Value Playbook,” and webinar.