THE CXO SUMMIT REVIEW

WRITTEN BY: GEORGIA GREETHAM

Research shows that 60 % of business leaders currently view marketing merely as a cost centre. Consequently, fewer than a third of marketing professionals feel they hold genuine influence across the wider business. Addressing this strategic disconnect, Ashley Gatehouse, CMO at Accenture Edge, challenges executives to reclaim their scope by building a robust growth engine. To combat corporate misconceptions, Ashley outlines a commercial framework requiring an accurate data foundation, a precise orchestration layer and authentic AI to multiply results. He also stresses that modern marketing leaders must maintain tight alignment with both the Chief Executive and the finance department. Securing these crucial boardroom relationships ultimately drives sustainable enterprise growth and elevates overall marketing influence.

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