- 81% of CMOs recognize AI as transformative, yet operational hurdles persist.
- Aligning marketing, sales, and operations could unlock a 20% revenue increase.
- Only 22% of organizations have clear AI guidelines amid growing profitability responsibilities for CMOs.
A recent study by IBM (IBM, Financial) highlights a critical gap between the expectations of AI as a growth driver and the operational readiness among Chief Marketing Officers (CMOs) worldwide. Despite 81% of the surveyed CMOs viewing AI as transformative, 84% face operational challenges due to fragmented systems.
The global survey, which included 1,800 marketing and sales executives, reveals that 64% of CMOs are now tasked with profitability, while 58% are accountable for revenue growth. However, only a small fraction, 22%, have established clear AI decision-making guidelines, emphasizing a significant need to address this gap.
Companies facing internal collaboration challenges witnessed a 12% revenue growth compared to 13% for their better-performing peers. This seemingly small gap represents a potential $140 million upside for businesses with a $14 billion revenue base. The study also suggests that aligning marketing, sales, and operations could boost revenue by 20%.
Key challenges identified include the need for AI-literate talent, with only 21% of CMOs believing they possess the necessary skills to meet future objectives. Moreover, only 24% reported having technology platforms that support cross-functional collaboration. As new privacy regulations come into play, 69% of CMOs recognize the need to rethink their data strategies.
IBM stresses that embracing AI at the core of organizational strategy and addressing operational silos are critical for CMOs aiming to drive business performance and maintain competitive advantage.
