How to Thrive in 2025: Gartner’s Top 3 Strategic Priorities for CMOs

In this CMO Digest we reviewed Gartner’s recent ebook - CMO Leadership Vision for 2025 - that dives deeper into the 2025 priorities for CMOs to help them stay ahead of the major trends shaping the function.

Recognising Successes and Getting Personal

In 2024, CMOs in financial services made notable strides, particularly in leveraging AI-enabled marketing technology and data to create highly personalised experiences. Across sectors, omnichannel campaigns are gaining traction, improving both customer satisfaction and business results. These innovations have not only driven revenue growth but also built stronger customer relationships, paving the way for future successes. From wealth management firms offering tailored investment strategies to fintech firms leading with innovative personalised solutions, these achievements are setting a strong foundation for the coming years.

Recognising the Challenge and ‘Market Shaping’

Financial services CMOs are often caught between the pressure to deliver short-term results and the need to align with broader, long-term strategic goals. Gartner’s research reveals that many CMOs report high levels of change, with some experiencing up to seven shifts – whether that be in strategy, organisational structure, leadership, or other key aspects of marketing – in the past year alone. This constant adaptation can lead to burnout, especially as CMOs face the daunting task of market shaping – where only 14% feel effective at influencing market dynamics, despite those who succeed in this area being 2.6 times more likely to exceed growth targets.

Effective market shaping is after all, at the heart of effective marketing: its how we influence and construct markets to increase adoption of our products, whether that be raising awareness of regulatory pressures and our solutions or bringing new risk management tools to market to create new value along the chain.

Recognising Opportunities and New Technologies

The financial services sector is at a critical inflection point. Gartner’s research reinforces what we already know and have already discussed in previous CMO Digests, which, simply put, is the indisuputable need for integrated and AI-powered marketing strategies in order for CMOs to drive personalised customer interactions, optimise operational efficiencies, and maintain competitiveness. In particular, banking and insurance brands can better engage customers by harnessing data to tailor their services and improve customer satisfaction. Wealth management firms are positioned to create more focused products, and fintech companies continue to push the boundaries with agile, tech-driven solutions. Those that win, will be the ones that best used technology to shape their markets, efficiently and effectively.

How to Accelerate: Actionable Advice from Gartner

To stay ahead of the curve, Gartner advises CMOs focus on three core strategies:

1. Align Marketing with Business Strategy: Continuing to take a more strategic and unified approach ensures that marketing isn’t siloed but integrated with broader company goals. For financial services CMOs, this means aligning marketing efforts with long-term business objectives—whether it’s driving digital adoption, improving customer experience, or expanding into new markets.

2. Invest in Customer Journey Optimisation: Today’s financial customers expect seamless, omnichannel experiences. CMOs must prioritise investment in marketing technologies (martech) and upskilling staff to enhance customer engagement across touchpoints. By auditing existing touchpoints, identifying gaps, and enhancing personalised communication, CMOs can drive greater loyalty and reduce customer churn.

3. Focus on Market Shaping: While market shaping is challenging, it’s also a crucial priority. CMOs who can anticipate customer needs, understand market shifts, and innovate ahead of the competition will be in the best position to lead. Whether it’s through tailored products, transparent communications, or enhanced customer service, market-shaping is a differentiator that should not be overlooked.

Conclusion: A Vision for Impact in 2025 and Beyond

Gartner’s research highlights the urgency for CMOs to transform marketing from a tactical function into a strategic driver of business growth. For financial services CMOs, this means aligning marketing efforts with operational strategy, leveraging data to create personalised, differentiated offerings, and focusing on customer journey excellence. The future of marketing is one where CMOs aren’t just reacting to change but actively driving it, making bold decisions that will resonate with customers and ensure sustained growth.

The path to success in 2025 requires a blend of visionary leadership and actionable strategy. CMOs who can lead with empathy for their teams and customers, while navigating the complexities of the industry, will set the stage for an exciting and impactful future.

Read the Gartner CMO Leadership Vision for 2025 eBook