In 2023, the marketing services industry is expected to experience contraction due to the impending recession. Chief Marketing Officers (CMOs) will need to closely monitor the impact of recession on the industry and stay vigilant about supply-chain disruptions, talent shortages, and evolving customer preferences. In addition, adopting strategies to upscale loyalty programs, reinvent talent models, and automate relevant marketing functions will be imperative to ensure success.

In this report, we outline the impact of recession on enterprises’ marketing functions and examine key CMO concerns. Everest Group’s proposed four-step framework will help navigate this uncertainty and build resilience. The report will also highlight the key focus areas for CMOs to enable long-term marketing efficiency.

Scope

• Industry: marketing services, global business services
• Geography: global

Contents

In this report, we:

• Examine the macroeconomic indicators and their impact on marketing functions
• Propose a four-step CMO framework to address the impending recession
• Identify key focus areas for CMOs to achieve long-term marketing efficiency

Membership(s)

Marketing Services

GBS/SS

Sourcing and Vendor Management