Observed Signal · Jan 26, 2023 · Market Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
CMO Challenges and Opportunities in 2023
The article examines the key challenges and opportunities facing CMOs in 2023 amid economic uncertainty, tech sector layoffs, and cookie deprecation. It highlights three major challenges: building meaningful customer connections through CX and personalization while losing access to third-party data, accelerating time-to-market despite talent shortages and budget cuts, and balancing workforce transformation with employee experience. On the opportunity side, it points to digital transformation investment, performance marketing powered by programmatic advertising and AI, stronger data privacy practices to build customer trust, and conversion-focused campaigns. The piece cites Gartner analysts and industry statistics, including that 70% of organizations experienced tech skill shortages in 2022 and that nearly 30% of major advertisers planned to cut 2023 ad budgets.
Provides a strategic overview of 2023 CMO challenges and opportunities relevant to MarTech and AdTech, but contains no specific breaking news or product announcement.
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Key Takeaways & Evidence Grounding
- 70% of organizations experienced a tech skill shortage in 2022.
- Nearly 30% of major advertisers claimed they were cutting their 2023 ad budgets.
- US companies invested $1.85 trillion in digital transformation in 2022.
- 80% of consumers said they would abandon a brand if their data was used without their knowledge.
- 72% of US shoppers said they would be less likely to buy again from a brand they felt was irresponsible with their data.
Connected Companies & Entities
2 Entities mapped“Ewan McIntyre, chief of research, Gartner Marketing practice, and Andrew Frank, distinguished VP Analyst in the Gartner Marketing practice, ...”
“Brian Solis, VP global evangelist at Salesforce, was quoted in conversation with CMSWire....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Verndale Launches AI Visibility & Content Supply Chain Services
Verndale, a digital consultancy, has introduced new services to help marketers measure and improve their brand's visibility in AI-generated answers. As AI assistants like ChatGPT and Google's AI Overviews increasingly influence research and buying decisions, brands need to know whether they are mentioned, recommended, and correctly described in these responses. Verndale's services include an AI Visibility assessment that tests real audience questions across major AI platforms, identifying gaps in brand mentions and citations. They also offer an AI-Ready Content Supply Chain Assessment to optimize content operations for AI-era discoverability. The company cites research from SparkToro showing 68% of Google searches end without a click, and Gartner reporting 45% of B2B buyers use generative AI for purchase research. A case study with Quinnipiac University demonstrated significant improvements in content optimization and AI readiness through governed agent workflows.
OK Future's AI 'Pressure Cooker' Campaign for Goodwipes
Former MullenLowe U.S. CEO Frank Cartagena launched creative shop OK Future to test generative AI's potential for a small agency. Their first project, a spoof of OpenAI's Astra ad for personal hygiene brand Goodwipes, was produced in four days using AI tools like ArtCraft, Seedance, and OpenAI's Astra model, cutting projected production costs from $700,000. The campaign, 'Meet Asstra,' gained over 1.5 million views on Reddit. However, Cartagena described the pace as 'unsustainable' and a 'pressure cooker,' with team members working around the clock and even threatening to quit. Goodwipes' SVP of Marketing, Meredith Diehn, emphasized trust in Cartagena and the value of experimenting with AI. The article highlights the growing use of AI in creative production, with 73% of marketers using GenAI for visual content and Gartner forecasting AI software spending to reach $981 billion by 2029.
From Autonomy to Accountability: How to Think About Trust in the Multi-Agent Future
Salesforce published a new article on trust in multi-agent AI systems, discussing accountability and governance in the multi-agent future.
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