CMOs & CX Leaders: Top Moves for 2025

CMOs and CX Leaders Prepare for 2025 with Strategic Shifts

CMOs and CX leaders are gearing up for 2025 with a renewed focus on AI, data-driven strategies, and personalization. As customer behaviors evolve and budgets fluctuate, marketing and customer experience (CX) teams are prioritizing technologies like AI and advanced data analytics to stay competitive. Research from CMSWire highlights the critical skills, tools, and trends shaping the future of marketing and CX leadership.

The Role of AI in Marketing and CX

AI adoption is accelerating in marketing and CX, with 68% of marketers already using generative AI and 23% planning to implement it. However, the strategic use of AI remains a challenge. While content generation is the most common application, fewer teams are leveraging AI for workflow automation or personalization. Experts emphasize the need for governance and responsible AI deployment to maximize its potential.

"AI is no longer a nice-to-have; it’s a strategic imperative," says Dom Nicastro, a CMSWire analyst. "But to truly harness its power, teams need to integrate AI into their core strategies and ensure proper governance."

Budget Trends and ROI Challenges

Marketing budgets saw improvements in 2024, with two-thirds of leaders reporting increases. However, economic uncertainty looms, and 84% of CMOs expect further budget changes in 2025. ROI measurement remains a top concern, with 95% of leaders feeling pressured to demonstrate returns on marketing spending. Many teams struggle with data organization and measurement skills, making ROI reporting an ongoing challenge.

"Marketing leaders must be agile and prepared to pivot their strategies in response to economic shifts," says Sarah Kimmel, a CX strategist. "A strong focus on ROI and data-driven decision-making will be essential to navigate the uncertainties ahead."

Personalization and Customer Behavior

Personalization is becoming more effective as DCX tools improve, but keeping up with rapidly changing customer behavior remains a hurdle. Traditional customer journey models are less reliable post-pandemic, and organizations struggle to adapt. Teams that align data, technology, and strategy are better positioned to deliver personalized experiences that resonate with today’s customers.

"Customer preferences are changing faster than ever," notes Nicastro. "Success in 2025 will depend on the ability to understand and respond to these shifts in real-time."

Investments in CMS and Data-Driven Marketing

Organizations are increasingly investing in content management systems (CMS), with 82% planning to upgrade or build new platforms. This shift toward composable architecture signals a focus on integrating AI and machine learning into experience stacks. CMS is now seen as a foundation for personalization, automation, and AI readiness.

"A modern CMS is more than just a tool; it’s the backbone of a data-driven marketing strategy," says Kimmel. "By leveraging AI and advanced analytics, CMOs can create more dynamic and personalized customer experiences."

Key Skills for Marketing Leaders

CMOs must now balance the roles of technologist, data analyst, and creative leader. Critical skills include data aggregation, integration, and analysis, as well as proficiency in advanced marketing technologies like DXP, CMS, and AI. Building cross-functional teams and cross-training employees are essential to address skill gaps.

"The modern CMO must wear many hats," says Nicastro. "But with the right skills and tools, they can drive innovation and deliver meaningful customer experiences."

Looking Ahead to 2025

As CMOs and CX leaders prepare for 2025, the focus will be on strategic AI adoption, data-driven decision-making, and personalization. While challenges remain, teams that embrace these trends will be well-positioned to thrive in an ever-evolving landscape.

"2025 is shaping up to be a pivotal year for marketing and CX," concludes Kimmel. "Those who invest in the right technologies and skills today will be the leaders of tomorrow."