The Evolving Role of the CMO: What’s Expected in 2024

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As digital marketing continues to expand, the role of the Chief Marketing Officer (CMO) is undergoing a significant transformation. No longer limited to brand building and customer acquisition, today’s CMOs are expected to take on a more comprehensive leadership role that spans data-driven strategy, customer experience management, and digital innovation. In 2024, the CMO must be a versatile leader who can balance creativity with technology, align marketing strategies with business goals, and drive long-term growth.

This guide will explore how the role of the CMO is evolving and the key skills and competencies needed to succeed in the future.

How the Role of the CMO Is Changing with the Rise of Digital Marketing

From Brand Steward to Growth Driver

Mastering Data and Analytics

Owning the Entire Customer Experience

Adapting to the Growing Role of Technology

Embracing Agility and Innovation

From Brand Steward to Growth Driver

Mastering Data and Analytics

Owning the Entire Customer Experience

Adapting to the Growing Role of Technology

Embracing Agility and Innovation

The digital marketing landscape is evolving rapidly, and the role of the CMO is shifting to keep pace. Here are some of the ways this transformation is unfolding:

From Brand Steward to Growth Driver
In the past, the CMO was often viewed primarily as the “keeper of the brand,” focusing on building awareness, managing advertising campaigns, and nurturing customer relationships. While these responsibilities are still critical, today’s CMOs are expected to drive business growth more directly. This involves owning revenue targets, increasing customer acquisition, and improving customer lifetime value through data-driven marketing strategies.
- Example: CMOs now collaborate more closely with sales and product teams to ensure that marketing efforts are aligned with revenue-generating activities, tracking everything from lead generation to sales conversions.
Mastering Data and Analytics
As the digital world produces vast amounts of data, the CMO is now expected to be a leader in data analytics. Success in 2024 will require CMOs to leverage insights from customer behavior, market trends, and campaign performance to make smarter decisions and optimize marketing strategies.
- Example: CMOs are using advanced tools like AI-driven analytics platforms to predict customer behavior, optimize ad spend, and personalize customer experiences. A deep understanding of data privacy regulations, like GDPR and CCPA, is also essential as CMOs manage how customer data is collected and used.
Owning the Entire Customer Experience
Customer experience (CX) is increasingly recognized as a key differentiator for brands, and CMOs are often tasked with owning the end-to-end customer journey. This means ensuring consistency across all touchpoints, from initial awareness to post-purchase engagement. In 2024, the CMO’s job is to integrate marketing with sales, customer service, and product development to deliver seamless experiences.
- Example: CMOs are using omnichannel strategies to ensure that customers have a unified experience whether they’re engaging with the brand through social media, email, in-store, or via an app.
Adapting to the Growing Role of Technology
The rise of MarTech (marketing technology) has made technical skills increasingly important for CMOs. From automation platforms to AI-powered tools and customer relationship management (CRM) systems, the modern CMO must be comfortable with implementing and managing technology that drives marketing efficiency and effectiveness.
- Example: In 2024, CMOs will need to work closely with Chief Information Officers (CIOs) and IT teams to integrate new technologies into their marketing strategy, ensuring that these tools align with overall business objectives and improve the customer experience.
Embracing Agility and Innovation
With the pace of change in digital marketing, CMOs need to be more agile than ever before. The ability to quickly pivot, test new ideas, and adapt to changing market conditions is critical. CMOs must foster a culture of innovation, encouraging their teams to experiment with new channels, technologies, and creative approaches.
- Example: Whether it’s exploring the potential of the metaverse, investing in AI-generated content, or building a presence on emerging social platforms, CMOs must stay ahead of trends while being ready to shift strategies based on performance data.

The digital marketing landscape is evolving rapidly, and the role of the CMO is shifting to keep pace. Here are some of the ways this transformation is unfolding:

From Brand Steward to Growth Driver
In the past, the CMO was often viewed primarily as the “keeper of the brand,” focusing on building awareness, managing advertising campaigns, and nurturing customer relationships. While these responsibilities are still critical, today’s CMOs are expected to drive business growth more directly. This involves owning revenue targets, increasing customer acquisition, and improving customer lifetime value through data-driven marketing strategies.
- Example: CMOs now collaborate more closely with sales and product teams to ensure that marketing efforts are aligned with revenue-generating activities, tracking everything from lead generation to sales conversions.
Mastering Data and Analytics
As the digital world produces vast amounts of data, the CMO is now expected to be a leader in data analytics. Success in 2024 will require CMOs to leverage insights from customer behavior, market trends, and campaign performance to make smarter decisions and optimize marketing strategies.
- Example: CMOs are using advanced tools like AI-driven analytics platforms to predict customer behavior, optimize ad spend, and personalize customer experiences. A deep understanding of data privacy regulations, like GDPR and CCPA, is also essential as CMOs manage how customer data is collected and used.
Owning the Entire Customer Experience
Customer experience (CX) is increasingly recognized as a key differentiator for brands, and CMOs are often tasked with owning the end-to-end customer journey. This means ensuring consistency across all touchpoints, from initial awareness to post-purchase engagement. In 2024, the CMO’s job is to integrate marketing with sales, customer service, and product development to deliver seamless experiences.
- Example: CMOs are using omnichannel strategies to ensure that customers have a unified experience whether they’re engaging with the brand through social media, email, in-store, or via an app.
Adapting to the Growing Role of Technology
The rise of MarTech (marketing technology) has made technical skills increasingly important for CMOs. From automation platforms to AI-powered tools and customer relationship management (CRM) systems, the modern CMO must be comfortable with implementing and managing technology that drives marketing efficiency and effectiveness.
- Example: In 2024, CMOs will need to work closely with Chief Information Officers (CIOs) and IT teams to integrate new technologies into their marketing strategy, ensuring that these tools align with overall business objectives and improve the customer experience.
Embracing Agility and Innovation
With the pace of change in digital marketing, CMOs need to be more agile than ever before. The ability to quickly pivot, test new ideas, and adapt to changing market conditions is critical. CMOs must foster a culture of innovation, encouraging their teams to experiment with new channels, technologies, and creative approaches.
- Example: Whether it’s exploring the potential of the metaverse, investing in AI-generated content, or building a presence on emerging social platforms, CMOs must stay ahead of trends while being ready to shift strategies based on performance data.

The digital marketing landscape is evolving rapidly, and the role of the CMO is shifting to keep pace. Here are some of the ways this transformation is unfolding:

From Brand Steward to Growth Driver
In the past, the CMO was often viewed primarily as the “keeper of the brand,” focusing on building awareness, managing advertising campaigns, and nurturing customer relationships. While these responsibilities are still critical, today’s CMOs are expected to drive business growth more directly. This involves owning revenue targets, increasing customer acquisition, and improving customer lifetime value through data-driven marketing strategies.
- Example: CMOs now collaborate more closely with sales and product teams to ensure that marketing efforts are aligned with revenue-generating activities, tracking everything from lead generation to sales conversions.
Mastering Data and Analytics
As the digital world produces vast amounts of data, the CMO is now expected to be a leader in data analytics. Success in 2024 will require CMOs to leverage insights from customer behavior, market trends, and campaign performance to make smarter decisions and optimize marketing strategies.
- Example: CMOs are using advanced tools like AI-driven analytics platforms to predict customer behavior, optimize ad spend, and personalize customer experiences. A deep understanding of data privacy regulations, like GDPR and CCPA, is also essential as CMOs manage how customer data is collected and used.
Owning the Entire Customer Experience
Customer experience (CX) is increasingly recognized as a key differentiator for brands, and CMOs are often tasked with owning the end-to-end customer journey. This means ensuring consistency across all touchpoints, from initial awareness to post-purchase engagement. In 2024, the CMO’s job is to integrate marketing with sales, customer service, and product development to deliver seamless experiences.
- Example: CMOs are using omnichannel strategies to ensure that customers have a unified experience whether they’re engaging with the brand through social media, email, in-store, or via an app.
Adapting to the Growing Role of Technology
The rise of MarTech (marketing technology) has made technical skills increasingly important for CMOs. From automation platforms to AI-powered tools and customer relationship management (CRM) systems, the modern CMO must be comfortable with implementing and managing technology that drives marketing efficiency and effectiveness.
- Example: In 2024, CMOs will need to work closely with Chief Information Officers (CIOs) and IT teams to integrate new technologies into their marketing strategy, ensuring that these tools align with overall business objectives and improve the customer experience.
Embracing Agility and Innovation
With the pace of change in digital marketing, CMOs need to be more agile than ever before. The ability to quickly pivot, test new ideas, and adapt to changing market conditions is critical. CMOs must foster a culture of innovation, encouraging their teams to experiment with new channels, technologies, and creative approaches.
- Example: Whether it’s exploring the potential of the metaverse, investing in AI-generated content, or building a presence on emerging social platforms, CMOs must stay ahead of trends while being ready to shift strategies based on performance data.

Skills and Competencies CMOs Need to Succeed in the Coming Years

Data Literacy and Analytical Thinking
Tech Savviness

Leadership and Cross-Functional Collaboration

Customer-Centric Mindset

Agility and Innovation

Ethical Leadership in Data Privacy and AI

Data Literacy and Analytical Thinking
Tech Savviness

Leadership and Cross-Functional Collaboration

Customer-Centric Mindset

Agility and Innovation

Ethical Leadership in Data Privacy and AI

To thrive in 2024, CMOs must develop a diverse set of skills and competencies that go beyond traditional marketing expertise. Here are the most important attributes that will define successful CMOs:

Data Literacy and Analytical Thinking
As marketing becomes increasingly data-driven, CMOs must have a solid understanding of data analysis and how to translate insights into actionable strategies. This includes knowing how to interpret key metrics like customer acquisition cost (CAC), customer lifetime value (CLV), and return on marketing investment (ROMI).
- Competency: CMOs should be able to work closely with data scientists and analysts to leverage predictive analytics, A/B testing, and attribution modeling to optimize campaigns and make informed decisions.
Tech Savviness
With marketing technology playing an integral role in campaign execution and customer relationship management, CMOs must be comfortable working with digital tools and platforms. They should understand how to use automation, AI, and machine learning to enhance personalization and improve marketing performance.
- Competency: CMOs need to evaluate MarTech solutions, oversee their implementation, and ensure that their teams are maximizing the potential of these tools. A basic understanding of programming or data architecture can be an asset.
Leadership and Cross-Functional Collaboration
The modern CMO must be a strong leader capable of managing large, diverse teams while also collaborating with other C-suite executives. Success in 2024 will require CMOs to work closely with Chief Financial Officers (CFOs), Chief Product Officers (CPOs), and CIOs to ensure that marketing is aligned with overall business objectives.
- Competency: CMOs should excel at cross-functional leadership, driving alignment between marketing, sales, product, and IT teams to create unified strategies that deliver business value.
Customer-Centric Mindset
Understanding and advocating for the customer is at the heart of the CMO’s role. A customer-first approach ensures that marketing strategies are designed to meet the needs and preferences of the target audience while delivering value across every touchpoint.
- Competency: CMOs need to integrate customer insights into every aspect of their strategy, from product development to post-purchase engagement. They must also be adept at creating personalized experiences that resonate with customers while respecting their privacy.
Agility and Innovation
The ability to adapt to change quickly is essential for CMOs in 2024. The digital landscape is fast-paced, and new trends, platforms, and technologies are constantly emerging. CMOs need to be comfortable leading teams through change and fostering a culture of creativity and experimentation.
- Competency: CMOs should cultivate an agile mindset, encouraging rapid iteration and testing in their marketing strategies. They should also be open to risk-taking and innovation, using data to inform decisions and pivot when needed.
Ethical Leadership in Data Privacy and AI
With increasing concerns about data privacy and the ethical use of artificial intelligence, CMOs must take a leadership role in ensuring their organization adheres to privacy laws and ethical standards. This includes managing data responsibly and being transparent with customers about how their data is used.
- Competency: CMOs should advocate for data privacy compliance, ensuring that marketing strategies are aligned with regulations like GDPR and CCPA. They must also establish ethical guidelines around the use of AI in marketing, balancing personalization with respect for customer privacy.

To thrive in 2024, CMOs must develop a diverse set of skills and competencies that go beyond traditional marketing expertise. Here are the most important attributes that will define successful CMOs:

Data Literacy and Analytical Thinking
As marketing becomes increasingly data-driven, CMOs must have a solid understanding of data analysis and how to translate insights into actionable strategies. This includes knowing how to interpret key metrics like customer acquisition cost (CAC), customer lifetime value (CLV), and return on marketing investment (ROMI).
- Competency: CMOs should be able to work closely with data scientists and analysts to leverage predictive analytics, A/B testing, and attribution modeling to optimize campaigns and make informed decisions.
Tech Savviness
With marketing technology playing an integral role in campaign execution and customer relationship management, CMOs must be comfortable working with digital tools and platforms. They should understand how to use automation, AI, and machine learning to enhance personalization and improve marketing performance.
- Competency: CMOs need to evaluate MarTech solutions, oversee their implementation, and ensure that their teams are maximizing the potential of these tools. A basic understanding of programming or data architecture can be an asset.
Leadership and Cross-Functional Collaboration
The modern CMO must be a strong leader capable of managing large, diverse teams while also collaborating with other C-suite executives. Success in 2024 will require CMOs to work closely with Chief Financial Officers (CFOs), Chief Product Officers (CPOs), and CIOs to ensure that marketing is aligned with overall business objectives.
- Competency: CMOs should excel at cross-functional leadership, driving alignment between marketing, sales, product, and IT teams to create unified strategies that deliver business value.
Customer-Centric Mindset
Understanding and advocating for the customer is at the heart of the CMO’s role. A customer-first approach ensures that marketing strategies are designed to meet the needs and preferences of the target audience while delivering value across every touchpoint.
- Competency: CMOs need to integrate customer insights into every aspect of their strategy, from product development to post-purchase engagement. They must also be adept at creating personalized experiences that resonate with customers while respecting their privacy.
Agility and Innovation
The ability to adapt to change quickly is essential for CMOs in 2024. The digital landscape is fast-paced, and new trends, platforms, and technologies are constantly emerging. CMOs need to be comfortable leading teams through change and fostering a culture of creativity and experimentation.
- Competency: CMOs should cultivate an agile mindset, encouraging rapid iteration and testing in their marketing strategies. They should also be open to risk-taking and innovation, using data to inform decisions and pivot when needed.
Ethical Leadership in Data Privacy and AI
With increasing concerns about data privacy and the ethical use of artificial intelligence, CMOs must take a leadership role in ensuring their organization adheres to privacy laws and ethical standards. This includes managing data responsibly and being transparent with customers about how their data is used.
- Competency: CMOs should advocate for data privacy compliance, ensuring that marketing strategies are aligned with regulations like GDPR and CCPA. They must also establish ethical guidelines around the use of AI in marketing, balancing personalization with respect for customer privacy.

To thrive in 2024, CMOs must develop a diverse set of skills and competencies that go beyond traditional marketing expertise. Here are the most important attributes that will define successful CMOs:

Data Literacy and Analytical Thinking
As marketing becomes increasingly data-driven, CMOs must have a solid understanding of data analysis and how to translate insights into actionable strategies. This includes knowing how to interpret key metrics like customer acquisition cost (CAC), customer lifetime value (CLV), and return on marketing investment (ROMI).
- Competency: CMOs should be able to work closely with data scientists and analysts to leverage predictive analytics, A/B testing, and attribution modeling to optimize campaigns and make informed decisions.
Tech Savviness
With marketing technology playing an integral role in campaign execution and customer relationship management, CMOs must be comfortable working with digital tools and platforms. They should understand how to use automation, AI, and machine learning to enhance personalization and improve marketing performance.
- Competency: CMOs need to evaluate MarTech solutions, oversee their implementation, and ensure that their teams are maximizing the potential of these tools. A basic understanding of programming or data architecture can be an asset.
Leadership and Cross-Functional Collaboration
The modern CMO must be a strong leader capable of managing large, diverse teams while also collaborating with other C-suite executives. Success in 2024 will require CMOs to work closely with Chief Financial Officers (CFOs), Chief Product Officers (CPOs), and CIOs to ensure that marketing is aligned with overall business objectives.
- Competency: CMOs should excel at cross-functional leadership, driving alignment between marketing, sales, product, and IT teams to create unified strategies that deliver business value.
Customer-Centric Mindset
Understanding and advocating for the customer is at the heart of the CMO’s role. A customer-first approach ensures that marketing strategies are designed to meet the needs and preferences of the target audience while delivering value across every touchpoint.
- Competency: CMOs need to integrate customer insights into every aspect of their strategy, from product development to post-purchase engagement. They must also be adept at creating personalized experiences that resonate with customers while respecting their privacy.
Agility and Innovation
The ability to adapt to change quickly is essential for CMOs in 2024. The digital landscape is fast-paced, and new trends, platforms, and technologies are constantly emerging. CMOs need to be comfortable leading teams through change and fostering a culture of creativity and experimentation.
- Competency: CMOs should cultivate an agile mindset, encouraging rapid iteration and testing in their marketing strategies. They should also be open to risk-taking and innovation, using data to inform decisions and pivot when needed.
Ethical Leadership in Data Privacy and AI
With increasing concerns about data privacy and the ethical use of artificial intelligence, CMOs must take a leadership role in ensuring their organization adheres to privacy laws and ethical standards. This includes managing data responsibly and being transparent with customers about how their data is used.
- Competency: CMOs should advocate for data privacy compliance, ensuring that marketing strategies are aligned with regulations like GDPR and CCPA. They must also establish ethical guidelines around the use of AI in marketing, balancing personalization with respect for customer privacy.

Conclusion: The Future CMO’s Blueprint for Success

The role of the CMO is evolving to meet the demands of a dynamic, data-driven marketplace. In 2024, successful CMOs will need to master a wide range of skills—from data analytics and technology management to cross-functional leadership and customer experience design. Those who can balance the art and science of marketing, while fostering a culture of innovation and ethical leadership, will be best positioned to drive growth and create lasting value for their organizations.

Are you ready to lead the next generation of marketing innovation? Let’s connect to explore how Bloom Consulting Group can help you navigate the changing role of the CMO and achieve success in 2024 and beyond.

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