CMO: Checklist for Driving Growth in 2025

Our latest Brand Accelerator newsletter provides an actionable checklist for CMOs to drive business transformation and strengthen their position as key drivers of company success.

1. Align marketing goals with the business objectives

CEOs are focused on driving revenue growth and profitability. Marketing must align its primary role with these expectations. Instead of siloed actions and campaigns, the CMO should clarify how marketing goals translate into business objectives:

• Ensure every initiative supports revenue growth, enhances customer value, and builds long-term brand equity.
• Collaborate with sales, customer success, and product teams to align on a unified growth strategy.

2. Validate marketing’s role

Clarify marketing's unique value compared to other functions. Remember to maintain an open dialogue with C-level colleagues. Ask how they view the role of marketing and what their expectations are. Questions could be for instance the following:

• What drives our shared success?
• How should we stay aligned?
• How could marketing contribute more?
• Which metrics matter most?
• Where should we collaborate more?

By understanding and defining role of marketing clearly, it becomes a well-integrated part of the company’s strategy rather than a misunderstood expense.

3. Establish feedback loops

By establishing regular feedback loops with CEO and C-level colleagues, it is easier to evaluate marketing’s impact, redirect initiatives and ensure alignment with organizational goals. Key actions include:

• Present concise metrics in C-level discussions, which have contribution to the revenue
• Organize regular check-ins with the CEO to align on the strategy and adjust priorities as needed
• Incorporate qualitative feedback from both internal stakeholders and customers

4. Speak the language of business

CMOs earn trust by focusing on metrics CEOs value. Use clear and strategic insights, backed by data:

• Show how marketing initiatives impact the top and bottom lines
• Distinguish between operational expenses (OPEX) and strategic investments (CAPEX)
• Link marketing outcomes to financial performance, like profit margins, CLV, and brand equity

5. Proactively shape strategy

Don’t wait for permission, take the initiative and lead strategic conversations. CMOs of the future must:

• Take responsibility for uncovering new growth opportunities.
• Advocate for long-term investments, such as brand building or customer experience enhancements.
• Collaborate across functions to ensure the entire organization benefits from marketing insights.

Let’s Discuss:

How are you aligning marketing with your CEO’s growth agenda? Are there challenges in defining marketing’s role within your organization?

Reply to this post or share your thoughts on LinkedIn to join the conversation!