CMOs Will Take More Control Over Product in 2024

Marketers should think about the famous 4Ps differently this year, says MediaLink

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The chief marketing officer‘s job description is ever expanding, and as we look ahead to 2024, CMOs will be expected to get even closer to product.

The next 12 months will see marketers rethink the traditional “4Ps” of the marketing mix—product, price, place and promotion—according to Donna Sharp, managing director at MediaLink.

Discussing the advisory’s recent “Marketer’s Forecast 2024” research at Adweek’s Outlook 2024 event, Sharp revealed the increasing significance of marketers in driving a business’ bottom line, as well as unpacking the tactical ways marketers could unlock this growth.

The global study of 400+ marketing leaders in media and marketing found that most believed CMOs aren’t just a contributor to growth, but they are directly responsible for revenue contribution.



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