Scott Galloway’s prediction that the traditional Chief Marketing Officer (CMO) role would face extinction has ignited debate within the marketing industry. His argument, presented at the ADMA Global Forum last year and reinforced by him again this week, emphasises the shift in the marketing landscape driven by digital transformation and changing consumer behaviours. While Galloway’s perspective touches on real industry changes, it misses the resilience and adaptability of the CMO role, which is evolving and thriving in new forms.
Galloway’s claim that the traditional CMO, focused solely on brand management and advertising, is becoming obsolete oversimplifies the situation. While the CMO’s responsibilities have changed, the role is far from extinct. A Deloitte study reveals that 80% of CMOs report significant expansion in their roles over the past three years, incorporating responsibilities in customer experience, digital transformation, and data analytics.
Brand management remains as critical as ever, even as the methods for communicating brand narratives have evolved. In the past, CMOs focused on brand perception through traditional media, such as TV, print, and radio. These were effective when consumer choices were heavily influenced by controlled brand imagery. Today, the digital landscape has multiplied the channels through which brands communicate, requiring CMOs to adapt their strategies.
Brand remains a key driver of consumer decision-making. Edelman’s recent study shows that 81% of consumers need to trust a brand before making a purchase. This trust is built through consistent, authentic brand narratives that resonate with consumer values. The CMO’s role now includes managing these narratives across digital channels, from social media and content marketing to influencer partnerships and digital advertising.
Personally, my 11-year-old daughter’s insistence on getting Nike Air Force 1s and a White Fox jumper for her last birthday speaks volumes about the enduring power of brands. Brand relevance is even more critical in an age of information overload. A Harvard Business Review report found that companies with a strong, consistent brand message are 3.5 times more likely to achieve excellent customer satisfaction, highlighting the importance of well-managed brands in both attracting and retaining customers.
Digital technology has indeed transformed how brands are built and perceived. Social media platforms like Instagram, X, and LinkedIn enable direct engagement with consumers, creating a two-way dialogue that was impossible in the traditional media landscape. The rise of e-commerce and online reviews has amplified the need for a strong, consistent brand across all touchpoints. PwC’s research shows that 59% of consumers will avoid a brand after several bad experiences, linking brand perception directly to customer experience.
In today’s marketplace, where consumers have more power and choice than ever, a strong brand is a key differentiator. Communicating a compelling brand narrative through modern channels - social media, content marketing, and digital advertising - is not just a luxury, it’s fundamental for business success. A well-managed brand builds trust and loyalty and is a strong growth driver. Far from being obsolete, the CMO’s role in brand management has adapted to the digital age, ensuring that brands remain relevant and stands out in an increasingly cluttered landscape.
Broadening Marketing’s Scope, Not Replacing the Role
Galloway’s declaration that roles like Chief Growth Officer (CGO) or Chief Customer Officer (CCO) are replacing CMOs is misleading. While these roles are on the rise, they do not signal the demise of the CMO. Instead, they represent an evolution in how marketing integrates with broader business strategies. LinkedIn’s Workforce Report shows a 33% increase in CGOs over the past five years, but the number of CMOs has also grown by 15%. Organisations are not abandoning the CMO role, they are augmenting it or expanding it with complementary positions and responsibilities that focus on more specific aspects of growth and customer engagement.
The rise of these new roles often involves collaboration, not replacement. For instance, a CGO might work closely with a CMO to align marketing with overall growth strategies, ensuring that the brand remains central to the company’s success. This collaborative approach is becoming more common as companies recognise the need for integrated strategies that span multiple business functions.
Marketing Executives are More Relevant Than Ever
Contrary to Galloway’s suggestion that the traditional CMO is losing relevance, the influence of marketing executives within organisations is increasing. The rise of roles like CGO and CCO reflects the growing recognition that marketing is no longer just about promotion, it is central to business strategy. A 2023 McKinsey report found that companies with a CMO or equivalent role in the executive team are 20% more likely to outperform competitors in revenue growth and profitability.
The integration of digital technology into every aspect of business has elevated the importance of marketing executives with strong digital strategy and data analytics backgrounds. These skills are crucial for understanding and responding to rapidly changing consumer behaviours, making marketing leaders indispensable members of the executive team. Galloway’s prediction of the CMO’s extinction not only misses the mark but also underestimates the evolving power and relevance of marketing leadership in today’s business world.
Ori Gold - CEO of Bench Media