The 2025 marketing predictions are in, and the trends for the rest of the year are unmistakable: Organizations will need to restructure as they attempt to harness the power of gen AI, innovate their go-to-market strategies and create more efficiencies, as:
- More than two-thirds of CMOs believe organizational restructuring is becoming a necessity;
- Marketing leaders expect a 27% productivity gain from gen AI in the next 18 months; and
- 99% of executives say they’ll invest in AI.
Though we won’t see budgets get slashed as dramatically as before, there won’t be a return to sizable funds or headcounts. With clear organizational transformation is the only way forward, achieving scalable marketing outcomes hinges on adopting a smarter operating model. As marketers, we face a crucial moment: How do we scale our operations without adding more overhead while supporting our in-house team’s growth? Here are the trends that can help:
Embracing Discipline To Maximize Martech
Every year, CMOs buy more tech but use less of it, and it has reached a boiling point. Marketers report using just 42% of their martech capabilities, indicating a significant gap between investment and operational efficiency. There is a wealth of advanced technology out there that can help marketers work smarter, but not enough information about how to maximize its value. We’ll see a host of changes around this in 2025, with marketers increasingly turning to outsourcing as a strategic solution to optimize martech and drive results.
These flexible, scalable models add specialized, tech-certified experts at the same run-rate cost while freeing up your in-house team to focus on the big-picture ideas that make you the best in the world at what you do, as well as:
- Save on labor, headcount and ad spend;
- Increase engagement;
- Reach more target accounts;
- Generate more pipeline; and
- Grow conversion rates.
Adopt A Leaner, Impact Focused Structure
Marketers used to measure their value and standing in the business by their budget and headcount — typically, some 60% of budget is locked up in personnel and fixed costs. Now, they’re tasked to measure their worth by how much impact they create, how efficiently they use resources, and how much they get done with less. In 2025, we’re going to see marketing departments condense more than ever.
CMOs should consider restructuring their teams by centralizing leadership and outsourcing operational tasks, whether to a subscription model, AI or other resources. Whatever the form, this leaner marketing will focus on martech consumption, marketing resource management, workflow management and marketing financial management. While restructuring can be daunting, it presents an opportunity to reskill teams and create new career paths for them.
AI As An Institutionalized Business Model
AI is already transforming the industry, and throughout 2025, it will be central to every marketing department. Now, it’s time to shift your mindset from ability to passion. Integrate AI in a meaningful way that inspires your marketers to use AI to solve their problems and create a training plan that teaches them foundational AI skills and boosts their confidence in using them.
By 2026, 80% of creative talent is expected to use gen AI daily to allow for more strategic work, and 26% of CMOs expect to reduce headcount because of gen AI, according to Gartner.
AI is going to change not only how productive we are, but also our workflows, orchestrating tasks in a totally connected fashion.
The second chapter of AI realization will see restructuring and resizing at the forefront, which presents an opportunity to lead teams in embracing AI-driven transformation. Now is the time to address fears about layoffs by providing opportunities to upskill — and emphasizing the benefits — as well as demonstrating how innovative outsourcing models will offer your marketers more room to grow.
Transform Now For Long-Term Success
To succeed in 2025, businesses have to transform and embrace smarter operating model. If marketers are not proving to your management team, CFO and board that they’re a good steward of scarce resources, marketers across the board won’t survive. It’s time for marketers to rethink how they’re managing their martech, consuming labor and using AI to solve problems.
With the right strategies, these shifts can create incredible opportunities for teams. When businesses create space to grow, especially by implementing a subscription-based marketing model, it offers teams a lift in efficiency and productivity, gives them the chance to work on a new level and opens the door for their career opportunities.
2025 is your moment to redefine success and lead your team into a future of unparalleled efficiency and innovation.
Domenic Colasante is the CEO of 2X, a B2B-focused Marketing as a Service (MaaS) firm.
