Core Insights - The role of Chief Marketing Officers (CMOs) is evolving, facing high expectations amidst challenges like budget constraints and declining strategic influence [3][4][6] - There is a significant gap in the effective use of AI in marketing, with only 7% of marketers believing AI has improved marketing effectiveness despite high adoption rates [7][8] Marketing Budget and Strategic Influence - Marketing budgets have decreased to an average of 5% of company revenue, while the involvement of CMOs in critical decision-making has dropped from 70% to 55% over two years [4] - The report highlights that 55% of marketing initiatives related to AI are funded by IT, limiting marketing's control over these initiatives [3][4] AI Integration and Effectiveness - Nearly 70% of large organizations utilize generative AI in marketing, but only 15% of marketing leaders report that low-value tasks are automated [7][8] - A mere 18% of marketers feel they are successfully personalizing customer interactions using AI, indicating a need for improved collaboration between marketing and technology [5][10] Collaboration and Skills Development - Strengthening collaboration between CMOs and CIOs is essential for aligning technology and data with strategic priorities, as 68% of marketing leaders believe their teams need to upskill in AI and business strategy [10][11] - The report emphasizes the importance of integrating AI across the marketing value chain to enhance customer experience and drive business growth [11] Future Directions for CMOs - CMOs are encouraged to redesign their operating models to be more human-centric and future-ready, positioning themselves as key drivers of customer experience [11][12] - The report suggests that CMOs should focus on removing silos within organizations and investing in the right AI skills to fully leverage AI's potential [11][12]

Core Insights - The rise of On-Demand technologies is reshaping business operations, but increasing costs, complexity, and governance gaps are jeopardizing returns [2][4][5] - Organizations are transitioning from capital-intensive IT investments to flexible, consumption-based models, with On-Demand tech expected to grow from 29% to 41% of IT budgets in the next year [3][4] - Despite the benefits of On-Demand technologies, many organizations struggle with cost management and achieving expected returns on investment [5][6] Cost and Complexity Challenges - 82% of executives report significant increases in costs associated with cloud, SaaS, and Gen AI, driven by inflation and digital infrastructure demands [6] - 76% of organizations exceeded their public cloud budgets by an average of 10%, with 68% overspending on Gen AI and 52% on SaaS [6] - Underutilized resources and decentralized procurement are major contributors to budget overruns [6] Governance and Management Issues - 60% of organizations utilize cloud cost management tools, but only 37% assess their effectiveness [7] - 76% of organizations have or plan to establish FinOps teams, yet most remain narrowly focused and operational [7] - Only 2% of organizations with a dedicated FinOps function cover cloud, SaaS, and Gen AI holistically [7] Sustainability Considerations - 53% of organizations acknowledge that suboptimal usage of On-Demand tech leads to excessive energy consumption and increased carbon emissions [8] - Only 36% have a strategy for integrating sustainability into FinOps, despite the potential for cost reduction and carbon footprint minimization [8] Research Methodology - The Capgemini Research Institute conducted a survey of 1,000 executives from global organizations with annual revenues of at least $1 billion, focusing on On-Demand technologies across 12 sectors and 14 countries [9]