Introduction

Marketing lost its seat at the top table-but bringing back the CMO, and aligning with the CEO and CFO, can unlock real growth again.

What's the problem it solves?

Many companies today don’t know who is really responsible for the customer. Marketing, sales, digital, and product teams all play a role, but without clear leadership, customer focus gets lost-and so does growth.

Quick Summary

In many companies, marketing no longer leads growth the way it used to. CMOs are left out of strategic planning, their work is seen as a cost rather than an investment, and no one fully owns the customer journey. This has created confusion inside the company and inconsistency for customers outside.

The article shows how this confusion can be fixed. The CMO needs to be brought back to a central role-partnering closely with the CEO and CFO-to focus the business on the customer. When marketing is aligned with finance and strategy, it can clearly show its value and become a growth driver again. This means giving marketing more input in big decisions, linking its metrics to company goals, and letting it lead how customers experience the brand.

It also urges CMOs to act more like general managers, not just campaign owners. And it reminds CEOs that growth will only come if they treat marketing as a strategic partner, not an extra cost. With trust and shared goals across the leadership team, marketing can again become the engine for customer-led growth.

Key Takeaways from the article

• CMOs are often left out of strategy, limiting their impact
• Growth stalls when no one clearly owns the customer experience
• Companies with one lead growth role grow over 2x faster
• CEOs and CFOs must align closely with the CMO
• Many in the C-suite still don’t understand marketing’s value
• Marketing budgets are shrinking, even when customer demands grow
• CMOs must connect their work directly to business goals
• Marketing is most effective when paired with clear financial metrics
• A shared measurement system boosts CMO-CFO trust
• Marketing should be seen as a long-term investment, not just a cost
• The best CMOs act like general managers, not just brand leaders
• When marketing has a seat at the table, companies grow faster and smarter

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