TheMarketer’sForecast2024MichaelE.KassanInthiseraofperpetualdisruption,wearelivingthroughanotherprofoundandradicalshift.AIknockedonourCEO,MediaLinkdooryesterday,tookoutthemetaverseovernight,andinfiltratedeverything.Inflationskyrocketedtoitshighestratesincethe‘80sandisbarelycooling.Creatorsgaverisetoaneweconomy.Theclimatecrisisacceleratedfroma20-yearwarningtoanimminentconcern.Cultureandcommercebecamecapital.Icouldgoon.Thepaceandfuryofchangecouldprovokechaos,butmarketingleadersseemtobetakingitinstride.Aswe’vedoneforthelastfewyears,MediaLinkconductedTheMarketer’sForecast2024(TMF24)—anexclusivepieceofresearchexploringtheforcesshakingupthemarketingworld,aswellasinternalchallengesandmacroeconomicfactorshinderingthebusinesscommunity.Wequeriedmorethan400marketingleaders,extractinginsightsfrommanyinfluentialglobalCMOs.Theheadwindsatplayin2023areamongthestrongestwe’veseen,butthedatarevealsmarketingleadersareararebreedofinnovators,problemsolvers,andcreators.ThevoiceoftheCMOcanandshouldbeaguidingforceforallleaderswhowanttonavigateincessantchaos.Pleasereadontolearnhow.AllGood,MEK2ForewordTheMarketer’sForecast2024Executive01-OwningtheGrowthAgendaSummaryAsthepressuremountsforCMOstoThelandscapeischanging.connectthedotsbetweentheirinvestments,Butaremarketersready?sales,revenue,andprofits,91%ofrespondentssayCMOshaveamea...
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