AI and Revenue Accountability Driving Need for Modern Marketing Operations, Says Info-Tech

Info-Tech Research Group has released its new "CMO Playbook," a guide intended to help marketing leaders modernize their operations. The playbook addresses the impact of artificial intelligence, evolving buyer expectations, and increased pressure to demonstrate business impact.

According to the research firm, the Chief Marketing Officer (CMO) role has been significantly reshaped by these forces. While marketing is increasingly seen as a primary driver of business growth, many organizations still operate with outdated models that hinder the integration of strategy, technology, execution, and customer experience.

"Marketing has become one of the primary engines of business growth, but many organizations haven't evolved their operating models to support that reality," said Emily Wright, senior research analyst at Info-Tech Research Group. "Success today depends on aligning strategy, technology, customer experience, and revenue generation so marketing can deliver measurable business outcomes and sustainable growth."

The playbook outlines six critical challenges for modern CMOs, including revenue accountability, attribution fragmentation, balancing short-term performance with long-term brand strategy, AI adoption, cross-functional alignment, and maintaining strategic focus amidst operational demands. Info-Tech's framework is structured around four pillars: Strategy, Revenue, Execution, and Experience.

The resource aims to equip marketing leaders with practical frameworks to assess their current capabilities, identify areas for improvement, and prioritize initiatives that deliver sustained business value. It is designed for both new and experienced marketing executives seeking to align their strategies with enterprise growth objectives.