Executive Summary

Today’s banking CMOs are redefining their role as digital becomes the default banking channel for customers. With CMOs being responsible for customer retention as well as acquisition, they are seeking to exert influence over more stages of the customer journey.

3 KEY QUESTIONS THIS REPORT WILL ANSWER:

1. How is digitization reshaping the role of the banking CMO? 
2. What are the top priorities on the agendas of banking CMOs?
3. What challenges do banking CMOs face in delivering on their top priorities?  

WHAT’S IN THIS REPORT? We synthesize exclusive interviews with 10 CMOs at some of the largest and most innovative banks, credit unions, and neobanks in the US and Canada. We provide insights into how CMOs define their roles and responsibilities; how trends are shaping their strategic priorities; and how a changing consumer and competitive environment is changing the CMO role more fundamentally. 

KEY STAT: Eighty percent of CMOs believe that they are either entirely responsible for or play a leading role in their organization’s digital business transformation strategy, per a May 2021 Gartner survey—illustrating the increased intertwining of marketing and digital.