Industry Leaders Unveil Insights: Navigating the Evolving Landscape of Marketing



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3 min


26 February, 2024

The role of marketing and what this field entails has been a hot topic of conversation for quite some time.

Given the changing nature of the landscape, including the adoption of AI and data analytics, roles and responsibilities in marketing have thrown up a few questions about who does what and when.

As businesses try to keep up with these changes and adapt to the reshaping of traditional marketing functions, it has prompted a reevaluation of tasks within the industry and how this impacts different roles.

Ambiguity around marketing ‘terms’

With terms such as ‘brand marketing’ and ‘performance marketing’ being used to describe different marketing functions, it has led some industry leaders to wonder as to whether there’s even a real difference.

Zaid Al-Qassab, outgoing Channel 4 CMO believes it’s all relatively simple as he encourages marketers not to get too “bogged” down by how the field of marketing is divided, as essentially, they’re all contributing towards the same thing.

He added:

All marketing is performance marketing, you’re just talking about what stage in the customer journey you’re getting them.

Aside from the uncertainty about these divisions, Al-Qassab also questioned the title of the CMO as many businesses have started to get rid of the word ‘marketing’ in the acronym, replacing it with something designed to be more descriptive such as ‘growth’ or ‘product’.

“It’s about understanding your customers and your business objectives and finding ways to marry them,” he said, emphasising that this should be the focus rather than trying to decide what word is a better fit.

The role of the CMO

Claire Cronin, CMO at Chelsea FC has also added to the debate around what marketing roles really involve by stating that the CMO role in particular, requires a much greater focus on reputation and reputation management.

The challenge is further heightened by the increasing significance of sustainability, influencing public perceptions of brands and determining whether individuals maintain a favourable or unfavourable outlook toward a brand.

In this context, the role of the CMO becomes crucial as they have the responsibility of ensuring a positive brand image, preventing potential repercussions and reducing the risk of being subjected to an escalated “cancel culture”.

Being agile, but consistent

Also adding their view is Pete Miller, Global Creative Director at Octopus Energy who have significantly added to their team in the past year, hiring an additional 1000 employees.

His worry is that with so much change, the company risks losing the inherent qualities that define its identity, such as the ability to innovate and pivot quickly.

This throws up more questions around the role of marketing and how individuals in these roles can remain agile to stay ahead of industry changes, whilst maintaining a brand that is authentic and consistent at its core.

As marketing roles and titles continue to evolve, can the industry navigate these changes to emerge stronger and more united?

To help clear up any uncertainty, we’ve created the Marketing careers handbook which outlines how these roles are categorised and the responsibilities that traditionally fall under each. You can download the full handbook here.

Hi, I'm Amy, Content Strategist at Canny. In my day-to-day role, I'm responsible for creating content that gets you noticed and makes you stand out from the competition. Naturally, I love writing and creating engaging copy that brings your brand to life.

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