Meghna Deshraj

expert panel

Marketing is often treated as the part of the business that responds to strategy: launch the campaign, refine the message, fill the funnel and report on performance. But CMOs are in a unique position to spot changing consumer behavior and signals early on, making them highly effective “scouts” for spotting critical market and customer shifts. Before a concern shows up in revenue reports, product reviews or support tickets, it may first appear in the way buyers search, engage, compare options, question value or quietly lose interest.That early insight becomes essential as customer expectations rise and market behavior becomes harder to read. Salesforce research has found that 65% expect companies to adapt to their changing needs and preferences. When CMOs effectively interpret customer and market signals, the knowledge gained can provide a real competitive edge in terms of marketing messaging, product enhancements and sales support.So what should CMOs be watching for, and how can they turn customer and market understanding into smarter decisions across the business? Below, members of the Senior Executive CMO Think Tank share the signals they’re often in a position to spot first, along with how those insights can help product, sales, service and strategy teams make better decisions.

expert panel

Digitally proficient and fully aware of AI’s influence on modern content creation, buyers are increasingly wary of marketing messaging that feels generic or overly manufactured, from pristine proof points to context-free product and service claims. What once appeared smooth and polished can now read as packaged, especially when every brand seems to be using the same playbook. With more information at their fingertips than ever before, buyers aren’t just comparing product details; they’re evaluating whether a brand understands and can help with the unique needs, pressures, constraints and risks they’re facing. Clever tactics may win a click and even a share, but confidence comes from signals that feel grounded, specific and honest. In a crowded market, it’s not enough for a brand to capture attention. It also has to earn trust. So what kinds of sources, signals or styles of marketing are buyers questioning now, and what should brands do differently? Below, members of the Senior Executive CMO Think Tank discuss tactics that have lost buyers’ trust and how brands can earn confidence rather than simply capture attention.