Many CEOs now asking, ‘why are marketing metrics up, but sales and market share in decline’ – here’s how CMOs can course correct, by Kelsey Robinson

Marketing used to be the growth engine of every company. It championed the customer. It was responsible for everything the customer touched, saw, bought, and felt. But, customer behaviours keep changing. Nearly half (46 per cent) of UK consumers plan to or have already changed their spending habits due to tariffs. Three quarters (73 per cent) are now trading down in their purchases, especially by adjusting quantity or pack size. And before any purchase, customers will visit multiple channels before making that decision.

Brands need to work harder. CEOs responded by appointing new customer custodians. Chief digital officers, chief commercial officers, and chief data officers all fighting to deliver for the customer. But this spread of collective responsibility has led to an unconscious uncoupling of the CMO-CEO relationship. And has left many CEOs........

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