The changing role of the CMO—and what it means for growth

In this episode of The McKinsey Podcast, Lucia Rahilly and Roberta Fasaro host McKinsey Senior Partner Shelley Stewart III and McKinsey Senior Partner Kelsey Robinson to discuss the disconnect between CEOs and CMOs and how to bridge this gap for company growth. They explore research presented at CannesLion, highlighting the importance of aligning the CMO, CEO, and CFO roles. The discussion covers the challenges of the current business climate, the role of the CMO in driving growth, the growing disconnect between CEOs and CMOs, and the importance of CFO involvement. The speakers offer practical advice for business leaders to address misalignment, including giving marketing custody of the customer, adopting a general manager mindset, and creating a measurement system aligned with business outcomes. They also touch on the impact of generative AI on marketing organizations and the need for humans and AI agents to work together.