{"id":534788,"date":"2025-11-19T08:01:45","date_gmt":"2025-11-21T15:19:49","guid":{"rendered":"https:\/\/www.capgemini.com\/pt-en\/?post_type=research-and-insight&#038;p=534788"},"modified":"2026-01-22T07:41:28","modified_gmt":"2026-01-22T07:41:28","slug":"cmo-playbook-2025","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/pt-en\/insights\/research-library\/cmo-playbook-2025\/","title":{"rendered":"From complexity to clarity: How CMOs can reclaim marketing to build competitive edge"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/11\/CRI-CMO-Playbook_Banner_2880X1800.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/11\/CRI-CMO-Playbook_Banner_2880X1800.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/11\/CRI-CMO-Playbook_Banner_2880X1800.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/11\/CRI-CMO-Playbook_Banner_2880X1800.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/11\/CRI-CMO-Playbook_Banner_2880X1800.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/11\/CRI-CMO-Playbook_Banner_2880X1800.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/11\/CRI-CMO-Playbook_Banner_2880X1800.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/11\/CRI-CMO-Playbook_Banner_2880X1800.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/11\/CRI-CMO-Playbook_Banner_2880X1800.jpg\" class=\"header-img header-img-d\" alt=\"CRI CMO Playbook Banner\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><div><span class=\"box-tag\">Data and AI<\/span><\/div><\/div><div class=\"brandInfo\"><div class=\"brandLogo\"><img decoding=\"async\" loading=\"lazy\" src=\"\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute-white.svg\" alt=\"capgemini-research-institute\" class=\"dark\"\/><img decoding=\"async\" loading=\"lazy\" src=\"\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute.svg\" alt=\"capgemini-research-institute\" class=\"light\"\/><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">From complexity to clarity: How CMOs can reclaim marketing to build competitive edge<\/h1><\/div><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/11\/CRI_CMO-Playbook-2025_Web_updated-1.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><span>Download the report<\/span><span class=\"type\">7 MB pdf<\/span><\/a><\/div><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/11\/Final-Infographic-CMO-Playbook.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><span>Download the infographic<\/span><span class=\"type\">805 KB pdf<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"grid-container\"><div class=\"col-12 col-md-2\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=1149202\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=1149202\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div><div class=\"article-text article-quote-text\">\n<h2 class=\"wp-block-heading\" id=\"h-today-s-marketers-are-expected-to-do-more-than-ever-drive-growth-engage-customers-and-even-market-to-agents-algorithms-and-machines-but-in-this-rush-to-modernize-something-essential-has-been-lost-the-soul-of-marketing\">Today\u2019s marketers are expected to do more than ever \u2013 drive growth, engage customers, and even market to agents, algorithms, and machines. But in this rush to modernize, something essential has been lost: the soul of marketing.<\/h2>\n\n\n\n<p>The latest report from the Capgemini Research Institute, <em>From complexity to clarity: How CMOs can reclaim marketing to build competitive edge, <\/em>the third in the <a href=\"https:\/\/www.capgemini.com\/insights\/research-library\/cmo-playbook-gen-ai\/\">CMO playbook series<\/a>, explores how marketing leaders can reclaim their craft \u2013 reconnecting with storytelling, customer centricity, and operational excellence \u2013 while navigating the realities of AI, fragmented tech stacks, and rising expectations. The report is based on insights from a survey of 1,500 respondents from the marketing function (director-level and above) from 15 countries, and 29&nbsp;in-depth interviews with leading CMOs and marketing leaders.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-key-findings-include\">Key findings include:<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>AI is not delivering its potential<\/strong> \u2013 with only 7% of marketers strongly agreeing it has improved performance. While the tools are powerful, fractured visions, lack of foundational readiness, and unclear roadmaps are limiting AI\u2019s impact on marketing outcomes.<\/li>\n\n\n\n<li><strong>Martech ownership and influence are blurring<\/strong> \u2013 39% of marketing leaders say Gen AI and agentic AI initiatives are funded by the marketing function while 55% says they are funded by the IT function<\/li>\n\n\n\n<li><strong>CMOs are constrained by ineffectiveness <\/strong>\u2013 only 15% of marketing leaders completely agree their current set up enables them to do high value work<\/li>\n\n\n\n<li><strong>The key to growth is engagement that converts<\/strong> \u2013 only 18% of organizations completely agree that they successfully personalise customer interactions to boost outcomes.<\/li>\n<\/ul>\n\n\n\n<p>Reclaiming marketing is essential reading for CMOs, chief brand officers, chief customer officers, and experience leaders driving marketing transformation. It also offers valuable insights for CEOs, growth and sales leaders, and technology heads supporting marketing modernization, as well as consultants and advisors specializing in marketing strategy, digital transformation, and AI adoption. To reclaim marketing, organizations must:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Rebuild marketing around customer-centric storytelling and brand purpose<\/li>\n\n\n\n<li>Use AI and automation not just for operational efficiency, but to support storytelling, customer connection, and measurable marketing impact<\/li>\n\n\n\n<li>Streamline tech stacks and align tools with strategic outcomes<\/li>\n\n\n\n<li>Empower teams with clear roadmaps, cross-functional collaboration, and upskilling strategies<\/li>\n\n\n\n<li>Redefine marketing\u2019s role as a growth engine and architect of customer experience, not just a support function.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-download-the-capgemini-research-institute-s-latest-cmo-playbook-to\">Download the Capgemini Research Institute\u2019s latest CMO Playbook to:<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Learn how CMOs are meeting rising expectations despite limited resources &#8211; and what strategies can help you do the same.<\/li>\n\n\n\n<li>Uncover why only 7% of marketers agree that they are unlocking real value from AI, and learn how to overcome the barriers holding the rest back.<\/li>\n\n\n\n<li>Explore actionable strategies to elevate marketing\u2019s influence and reclaim its strategic seat at the leadership table.<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/11\/CRI_CMO-Playbook-2025_Web_updated-1.pdf\">Download the report<\/a><\/div>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-call-to-action undefined is-style-cg-secondary-3 call-to-action-block\"><div class=\"container\"><div class=\"call-to-action-block-content-wrapper has-description\"><div class=\"text-wrapper has-description\"><h3 class=\"title\" data-maxlength=\"144\">Stay informed<\/h3><p class=\"description\" data-maxlength=\"210\">Subscribe to have the latest reports from the Capgemini Research Institute delivered direct to your inbox.<\/p><\/div><div class=\"button-wrapper has-description\"><a class=\"cta-btn action-valid\" data-bs-toggle=\"modal\" data-bs-target=\"#CTA8a45928e_bb7f_4615_b632_ab7f778bf353\" data-maxlength=\"24\" tabindex=\"0\" href=\"#\"> Subscribe <\/a><\/div><div class=\"modal cta-frontend-modal-wrapper\" id=\"CTA8a45928e_bb7f_4615_b632_ab7f778bf353\"><div class=\"modal-dialog modal-lg modal-dialog-centered modal-dialog-scrollable cta-frontend-modal\"><div class=\"modal-content\"><div class=\"modal-header\"><button type=\"button\" class=\"btn-close\" data-bs-dismiss=\"modal\" aria-label=\"close\"> <\/button><\/div><div class=\"modal-body\"><div class=\"logo-wrapper\"><img decoding=\"async\" loading=\"lazy\" src=\"\/wp-content\/themes\/capgemini2025\/assets\/images\/logo-white.svg\" alt=\"logo\" class=\"dark\"\/><img decoding=\"async\" loading=\"lazy\" src=\"\/wp-content\/themes\/capgemini2025\/assets\/images\/logo.svg\" alt=\"logo\" class=\"light\"\/><\/div><h4 class=\"form-title\">Stay informed<\/h4>\t\t<div class=\"mf_forms__container \">\n\t\t\t\t\t\t\t\t<form id=\"mf_form_344265_2187864702\" class=\"mf_form__form row needs-validation\" action=\"\" method=\"post\" enctype=\"multipart\/form-data\" data-nosnippet>\n\t\t\t<div class=\"col-12\">\n\t\t\t\t<div class=\"asterisk_title\">\n\t\t\t\t\t<p><span class=\"star-required\">*<\/span> Mandatory field<\/p>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<div class=\"col-12\">\n\t\t\t\t<div class=\"mf_form__errors mf_form__errors--top\" role=\"alert\" aria-live=\"polite\">\n\t\t\t\t\t<ul class=\"mf_form__errors__list\"><\/ul>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t<input type=\"hidden\" name=\"form_id\" data-validate=\"number\" class=\"mf_form__id\" value=\"344265\" \/>\n\t\t\t\t<input type=\"hidden\" name=\"form_title\" class=\"mf_form__title\" value=\"\" \/>\n\t\t\t\t<input type=\"hidden\" name=\"wp_rest_nonce\" class=\"mf_form__wp_rest_nonce\" value=\"5c980120a1\" \/>\n\n\t\t\t\t<input type=\"hidden\" name=\"mf_form_conditional_logic\" class=\"mf_form__title conditional_logic\" value=\"\" \/>\n\t\t\t\t\n\t\t\t\t<input type=\"hidden\" name=\"mf_form_fields_country_dpo_field\" class=\"mf_form__title conditional_logic mf_form_fields_country_dpo_field\" value=\"\" \/>\n\n\t\t\t\t<!-- Anti-spam field -->\n\t\t\t\t<input type=\"text\" \n\t\t\t\t\tname=\"website_url\" \n\t\t\t\t\tclass=\"mf_field__url\" \n\t\t\t\t\tautocomplete=\"off\"\n\t\t\t\t\ttabindex=\"-1\"\n\t\t\t\t\taria-hidden=\"true\"\n\t\t\t\t\tstyle=\"position:absolute;left:-9999px;width:1px;height:1px;opacity:0;pointer-events:none;\" \n\t\t\t\t\/>\n\t\t\t<\/form>\n\n\t\t\t<div class=\"mf_form__success\" tabindex=\"0\" role=\"alert\">\n\t\t\t\t\t\t\t\t<p>Thank You! 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But in this rush to modernize, something essential has been lost: the soul of marketing.<\/p>\n","protected":false},"author":440,"featured_media":534789,"template":"","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":false,"footnotes":"","related_resource_url":"","related_resource_id":0,"related_resource_size":"","related_resource_type":"","cg_author":0,"_yoast_wpseo_primary_theme":387,"primary_term":"Data and AI","featured_focal_points":""},"tags":[],"research-and-insight-type":[381,521],"theme":[221,74,209],"brand":[302],"service":[],"industry":[],"partners":[],"content-group":[],"class_list":["post-534788","research-and-insight","type-research-and-insight","status-publish","has-post-thumbnail","hentry","research-and-insight-type-capgemini-research-institute","research-and-insight-type-playbook","theme-customer-first","theme-data-and-ai","theme-innovation","brand-capgemini-research-institute"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v22.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>From complexity to clarity: How CMOs can reclaim marketing to build competitive edge - Capgemini Portugal<\/title>\n<meta name=\"description\" content=\"Today\u2019s marketers are expected to do more than ever \u2013 drive growth, engage customers, and even market to agents, algorithms, and machines. 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