Good morning. Some modern CFOs now view marketing as a growth center rather than a cost center. Yet, despite this shift in mindset, marketing is still taking a back seat at many companies, squeezed by trade tensions, economic uncertainty, and cautious consumer spending.
New research from McKinsey highlights the evolving role of the chief marketing officer (CMO) and argues that better alignment between the CMO, CEO, and CFO is key to finding new growth opportunities. However, achieving this alignment is easier said than done. When accountability for the customer is unclear and everyone in the C-suite is responsible for growth, often no one truly is.
