Marketing is facing its own cost-of-living crisis, with pressures creating a compounding effect for marketers. Brands are grappling with increasing challenges as reduced budgets require greater efficiency. Chief Marketing Officers (CMOs) must navigate the delicate equilibrium between immediate return on investment and building to meet long-term growth objectives. Additionally, the underutilisation of marketing technology is heightened by the skills gaps within the business functions that enable modern marketing.

A new model is needed, where partnerships become force multipliers and collaboration takes center stage for building growth that lasts.