CMOs and B2B Marketers: 3 Major Challenges in 2023

In 2023, CMOs and marketers must channel their focus on three major challenges to deliver commercial performance in a turbulent environment.

Challenge 1: Proving ROI in real time

General management is demanding real-time visibility on marketing's contribution to revenue. Building robust attribution models and connecting marketing KPIs to financial outcomes is now a survival skill.

Challenge 2: Doing more with the same (or less)

Budget pressure is forcing teams to prioritise ruthlessly. The winners will be those who identify and double down on their highest-performing channels and content types.

Challenge 3: Navigating the first-party data transition

The deprecation of third-party cookies is forcing a fundamental rethink of targeting, measurement and personalisation. Investing in owned data infrastructure is now urgent.