1、OUTSMART ADVERSITY 2023 CMO Council All rights reserved.1CMO Council ReportHOW CMOS CAN WEATHER ECONOMIC HEADWINDS AND EMERGE POISED FOR GROWTHOUTSMART ADVERSITY 2023 CMO Council All rights reserved.2TABLE OF CONTENTSOUTSMART ADVERSITYIntroductionMarketing Budgets&MarTech InvestmentsCMO&CFO Align on

2、 SpendCMO&CIO Collaborate on CXCritical Capabilities+Performance GapsSmart Planning,Smarter Tech3567811Sprinklr CommentarySponsors&Partners1214OUTSMART ADVERSITY 2023 CMO Council All rights reserved.3With looming economic headwinds,this year will test marketings mettle.Unfortunately,theres not a lot

3、 of confidence among marketing leaders that they can weather the storm,let alone emerge in a position for growth.Our study found that 2 in 3 are only moderately confident or worse in their ability to handle economic adversity and uncertainty against their revenue growth mandate.This is a key finding

4、 in our report on how marketers can outsmart adversity.Marketers will have to build alliances with finance and IT to protect budgets and MarTech investments,and theyll need to identify and shore up capabilities to build their confidence.WHERE CONFIDENCE COMES FROMOur report found highly confident ma

5、rketing leaders perform considerably better than their less confident counterparts in several marketing capabilities,such as:Balancing investments across brand and demand Articulating marketings value to impact revenue Leveraging data analytics to become more predictive Growing loyalty,retention and

6、 customer lifetime value Consolidating MarTech and leveraging AI for omnichannel CXINTRODUCTIONTWO-THIRDS OF MARKETING LEADERS ARENT HIGHLY CONFIDENT IN THEIR ABILITY TO HANDLE ECONOMIC ADVERSITY AND UNCERTAINTY.HOW CONFIDENT ARE YOU IN MARKETINGS ABILITY TO HANDLE ECONOMIC ADVERSITY/UNCERTAINTY AGA