Chief Marketing Officers (CMOs) in India are increasingly expected to take on greater responsibility for business outcomes, including profitability and revenue growth, according to the IBM CMO Study 2025 released by the IBM Institute for Business Value. The global study, which surveyed 1,800 CMOs and chief sales officers, reveals that 63% of Indian CMOs are now directly accountable for driving profitability — almost matching the global figure of 64%.
Furthermore, 53% of Indian CMOs are responsible for boosting revenue growth, indicating that the role of CMOs has expanded well beyond traditional brand-building. The report highlights that CMOs in India are focusing on improving customer experience, upgrading technology, innovating business models, and increasing the efficiency of both marketing and sales functions.
However, the study also points to several critical gaps that are slowing progress. These include challenges around responsible AI usage, talent readiness, and effective data utilisation — all of which are crucial for success in a digital-first, AI-powered business environment.
Key Findings from India:
Responsible AI Lacking:
Only 26% of Indian CMOs have put in place responsible AI guidelines to ensure fairness, transparency, and accountability in automated decision-making.
Talent Shortage:
While 44% of Indian CMOs say their departments are ready to work with agentic AI, just 26% believe they have the right talent to reach their goals within the next two years. Additionally, only 23% have prepared their teams for the cultural and operational shifts that AI agents will bring.
Underused Data Potential:
Though nearly 63% of respondents believe that the true power of generative AI lies in using proprietary data, the study shows that only 1% of enterprise data is currently being utilised.
Fragmented Customer View:
Only one in three organisations has a complete, cross-functional view of the customer journey. CMOs estimate that aligning marketing, sales, and operations could lead to a revenue boost of up to 20%.
The report underscores a clear gap between ambition and actual implementation. While CMOs understand the importance of using advanced technologies like generative AI, they are struggling with execution due to limited resources, talent, and internal collaboration.
As the role of the CMO continues to evolve, the study suggests that future-ready leaders must balance short-term growth demands with long-term capability building — particularly in AI, talent development, and data integration. The findings reflect the growing complexity of the CMO’s mandate in today’s fast-changing business landscape.
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