As a marketing leader, your forte lies in navigating endless to-do lists, adapting to changing priorities daily, and pivoting swiftly. As you double down on your 2024 priorities, it is imperative to pay attention to the right focus areas. We’re here to tell you what top 3 priorities marketing leaders will obsess over in 2024, using data from 346 global sales and marketing leaders.

1. Fostering cross-functional collaboration

The demand for better internal collaboration is taking center stage, with 54% of global marketing leaders making it a top priority, as revealed in our latest report.

Despite progress, achieving seamless alignment between sales and marketing remains a challenge. The theme of establishing trust comes up again and again. At our recent RevGen Digital Summit in North America, 59% of senior executives stressed the importance of trust not only within sales and marketing but across the entire organization.

Enter the rise of revenue operations (RevOps) – a transformative approach gaining traction.

Many businesses are reshaping their structures by integrating sales, marketing, and customer success teams to establish a dedicated RevOps function. The idea is, that this operational shift will enhance effectiveness, accelerate operations, and bridge silos to enable growth.

While the synergy between sales and marketing is progressing positively, there are still opportunities for greater alignment. Uniting these growth areas serves as a linchpin, unlocking untapped potential and driving additional revenue. The RevOps function is becoming a pivotal strategy for navigating the dynamic landscape of 2024.

2. Creating engaging and targeted content

The second priority that marketing leaders will obsess over in 2024 is the creation of engaging and targeted content – with 49% prioritizing this in the next 12 months.

With content ranking highly across both sales and marketing respondents in our latest report, it is surprising that 36% do not have a documented content strategy – highlighting a gap between intent and execution.

What doesn’t come as a surprise though are the challenges facing senior leaders when it comes to creating valuable content. 19% lack credible and recent insights, 16% are experiencing resource issues, and 16% don’t have the right expertise in-house.

The challenges highlighted above, coupled with the absence of a documented content strategy, signal a need for action, especially when planning for 2024 and beyond.

To move forward, leaders must define goals, align them strategically, and collaborate internally for compelling and value-focused content. This approach fosters a long-term perspective, guiding leaders toward sustained success.

“Effective content creation requires a delicate balance between agility and strategy. While adapting to market dynamics is crucial, the absence of a structured content strategy poses a substantial risk, especially with 2024 on the horizon.”

Elaine Anderson-Wright VP Summits

3. Establishing a clear strategic ‘North Star’

In 2024, 43% of sales and marketing leaders are prioritizing clear goals and objectives, often referred to as a ‘North Star’ – which ultimately represents an unwavering commitment to your company’s purpose.

This strategic focus comes against the backdrop of a heightened emphasis on short-term gains over long-term growth, quicker time-to-revenue, and the ability to pivot swiftly in response to market dynamics.

Our latest report reveals that 25% of global sales and marketing leaders identified increasing market share as their ‘North Star’. And with events posing as a perfect platform for showcasing your brand to a new audience at scale, it makes sense that 93% of those leaders are prioritizing events in their 2024 strategies.

In our event deliveries, the consistent desire for ‘increased market share’ from our clients aligns with the top 3 outcomes anticipated by sales and marketing leaders through events.

The top outcome leaders hope to achieve is accelerated profitable revenue growth with 48%, closely followed by increased brand awareness with 43%, and then market share growth (41%).

It makes sense. Increased market share boosts brand awareness, and brand awareness increases your reach and customer base, which in turn results in customer loyalty and retention.

Wrapping it up

As leaders, it can be challenging to focus on the right things when you’re up against changing priorities, and pivoting strategies, all while working at pace. However, armed with these top 3 marketing priorities as your ‘North Star’, you can rise to the challenges of today’s landscape, stay on track, and pave the way for a future of sustained growth and impactful results.
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[Digital Showcase] Reimagine: The future of pipeline generation 2024

Catch up on our captivating experience, sharing the collective wisdom of 346 global sales and marketing leaders who are redefining pipeline success. Uncovering insights from our latest report and sharing the perspectives of industry leaders.
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