The digitization of the customer experience is unlocking fresh opportunities for chief marketing officers while also creating new challenges. Our expertise across the CMO agenda—coupled with our experience guiding the C-suite—helps marketing executives navigate their evolving roles.
As customers become more discerning, digitally savvy, and purpose-led, the chief marketing officer role is fast becoming more complex. Customers have high expectations for richer, more nuanced experiences. CMOs are on the hook to deliver—even as budget, staffing, and other constraints continue to tighten. Our CMO consulting experts help marketing executives master a blend of alchemy and analytics—from creativity, collaboration, and purpose to AI, measurement, and technology—so they can balance these demands and grow their influence.
Our industry-leading digital expertise helps address the full spectrum of CMO challenges, from the creative to the highly technical. We bring:
Our CMO consulting experts support chief marketing officers in their efforts to develop a coordinated and action-oriented CMO agenda that balances often-competing priorities to drive impact.
To thrive in their roles, marketing executives must translate their skills and expertise across the C-suite. CMOs and CIOs, for example, can unlock budgets and enhance investments in marketing talent, tools, and technology. CMOs and CEOs can work together to embed and nurture purpose across an organization while cementing loyalty among its customers. CMOs and COOs can build the systems and processes that support market leadership. CMOs and CFOs can collaborate to manage marketing as an investment for increasing returns.We help CMOs foster C-suite collaboration—and establish a shared view of measurement that aligns marketing with business impact—so they can shift perceptions of the marketing organization from a cost center to a growth platform.
BCG at the Cannes Lions International Festival of Creativity
At the 2024 Cannes Lions International Festival of Creativity, BCG was on the ground to lead discussions, collaborate, and share insights.
The skills that make a successful CMO are changing, says BCG’s Lynne Biggar. Relationship management and flexibility are key.
As GenAI drives the marginal cost of marketing content to near zero, the resulting speed, flexibility, and cost efficiency will transform how creative teams work.
According to our 2024 survey of over 200 CMOs in 7 countries, CMOs increasingly view generative AI (GenAI) not only as a way to improve efficiencies but also to unlock growth.
Combining marketing, sales, and customer success functions into agile teams can create a better experience for customers and unlock new revenue.
As touchpoints keep multiplying, updating traditional measurements is important. But companies also need smarter activation strategies with a clear return on investments.
Retail Media 3.0 will unlock the channel’s potential as a powerful, strategic marketing tool. But to get there, players must leverage partnerships and insights.
We support CMOs globally and across regions. Meet our global leadership.
