Customer experience is shifting from sales to marketing

Chief marketing officers are entering the boardroom as the voice of the customer, according to a new study.

62% of surveyed CMOs agree they have seen a shift from sales-owned to marketing-owned customer experience over the last few years.

Essence Mediacom’s report, “The CMO coming of age story: how digital transformation has elevated marketing to a C-suite growth driver,” said digital transformation has reduced the need for a one-to-one sales relationship with B2B consumers.

Instead, organisations recognise customer experience begins with marketing before the sale is even made, one respondent said.

The report added that 90% of marketers said their role had become more complex as the requirements of the role have expanded.

Marketers are leveraging technology to support this demand, with 60% using generative AI for content development.

Additionally, 70% of those surveyed reported an increase in marketing budgets in the last three years – primarily allocated to data and technology – with 29% anticipating a growth in data and technology teams.

The study was based on 188 senior B2B marketing leaders with a revenue of at least $250 million.