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1、CMO INTENTIONS 2024Fueling Martech Innovation Through AI2 2024 CMO Council All rights reserved.CMO INTENTIONS 2024TABLE OF CONTENTSIntroductionExecutive SummaryForces&Factors Impacting SpendWhats In the Way of MarTech Investment?Aiming for Operational Excellence AI Creates the Most ValueDifferences

2、Between North America&EuropeConclusion346810111314COLLABORATION&ALIGNMENTEXPERT COMMENTARY&DETAILED FINDINGSCommentary by Steven Gerber,President&COO,Zeta GlobalDetailed Findings(Survey Results)About Zeta and CMO Council151732SECTION 1SECTION 23 2024 CMO Council All rights reserved.CMO INTENTIONS 20

3、24WHATS COMING:A PARADIGM SHIFT IN MARTECH+AICMOs appear clear,confident and intentional in where AI will deliver the best results in marketing process improvement.Our study,conducted in partnership with Zeta Global to gain insights and predictions about MarTech,shows AI in the vanguard of a paradig

4、m shift in MarTech adoption and use in 2024.MarTech procurement intentions have made a massive swing to embracing new GenAI tools,applications and analytics.Almost 60%of marketers surveyed view this area of investment as offering the most value and ROI.Many CMOs will enter this new era of MarTech in

5、 good shape.They reported theyve met revenue and customer attainment goals last year despite market turbulence.The majority also gave their teams solid marks for marketing campaign execution and performance.The CMO Council believes dedicated MarTech management and digital transformation expertise ap

6、pears to be maturing and more widely accepted,supported and represented in global organizations.CMOs have also made great progress closing the digital marketing skills gap.TAKING AIM AT CROSS-FUNCTIONAL ALIGNMENTCMO alignment with the C-suite is key to powering performance and will play an integral