Capgemini-从复杂到清晰-首席营销官如何重新开拓市场以建立竞争优势（英）

From complexity to clarity: How CMOs can reclaim marketing to build competitive edgeMake it real.From complexityto clarityHow CMOs can reclaim marketing to build competitive edge.Table of contents2Capgemini Research Institute 2025From complexity to clarity: How CMOs can reclaim marketing to build competitive edgeExecutive summary04Who should read this report and why?09High expectations + underwhelming results = a need to reimagine10Inefficiencies, gaps, and areas of misalignment in the marketing ecosystem163Capgemini Research Institute 2025From complexity to clarity: How CMOs can reclaim marketing to build competitive edgeRecommendations: Reclaim your marketing to build competitive edge40Research methodology60Appendix70AI promises transformation but impact is lacking – so far24Executive summary Reclaiming marketing: A movement for the new eraOver the past decade, like other functions, marketing has seen a relentless push toward digital. Marketers have shifted focus from creativity to data and from brand to dashboards. Technology-driven initiatives and projects dominate the new marketing agenda. COVID-19 accelerated digitalization: everything needed to be done remotely, using more platforms, more tools, and more metrics. Marketing became a machine that organizations could run from anywhere. Human interaction became optional – but, as a consequence, marketing’s soul has started to slip away. Now, data is everything. AI and large language models (LLMs) are changing the game. But this intersection of creativity, process, and technology is messy and unstructured. In trying to cope with the new demands, teams are stretched thin. Talent is hard to retain. There is an urgent need for clarity. In all this chaos, customer-centricity and engagement are suffering.In the face of ongoing economic uncertainty, leaders are telling their marketing functions to chase growth, enlarge the customer base, and boost sales. They must market not just to customers, but to the agents and algorithms also. Our survey shows that almost seven in 10 chief marketing officers (CMOs) say that expectations of their role from leadership and other functions * Throughout the report, 'strongly agree' data reflects respondents who have selected 5 on a scale of 1-5; and 'somewhat agree' data reflects respondents who have selected 4 on a scale of 1-5.are continuously rising. But when tech stacks are fragmented, budgets are under pressure, and the team is juggling too many priorities, how can marketers respond to these expectations?The truth: It’s been a demanding journey, marked by major challenges and swift changeMarketers are overwhelmed. The tools at their disposal are powerful, but the vision of where they will take organizations is fractured. Robust strategy, integrated data, and skilled talent are not yet in place, limiting AI’s impact. Marketing is not telling the stories that matter. Our latest 2025 findings show only 7% of marketing leaders strongly agree (and 19% somewhat agree