Some companies face challenges in delivering seamless customer experiences due to fragmented departments and unclear accountability for customer-related roles.
Research by McKinsey between 2023 and 2024 reveals a 20 percentage point drop in the number of CEOs who believe marketing is clearly defined and understood by the C-suite. This decline, highlighted by Senior Partner Kelsey Robinson and colleagues, coincides with reductions in marketing budgets despite executives’ continued emphasis on growth.
The findings suggest a disconnect between CEO growth expectations and the perceived value of marketing functions within organizations.
For a detailed analysis, see the article “The CMO’s comeback: Aligning the C-suite to drive customer-centric growth,” published on June 16, 2025.