Currently, there are several models for structuring Marketing in companies—and that’s not a problem. It’s simply a matter of finding what works best for each company. Therefore, it’s not uncommon to see Marketing Directors exchanging information with market colleagues about how they organize their departments. But one thing is certain: Marketing needs to focus on the business to be relevant, while also focusing on communication as a result of strategic thinking.
This is why 27% of CMOs in Brazil believe that the greatest importance of a Marketing leader’s responsibilities lies in focusing on the business, which involves product or service, sales, and distribution. On the other hand, only 14% believe that brand building should be the priority. The consensus, according to the CMO Summit Tracking 2025 survey, conducted by Mundo do Marketing and the QualiBest Institute for the CMO Summit, shows that 59% believe that focusing on the business and communication are equally important.
What has changed in recent years?
Marketing in Brazil has gone through several phases, but for a long time, it was limited to communication. In the last 15 years, however, those who didn’t sit at the business table are no longer around to tell the story. Today, the Marketing leader is like a general practitioner: they must work in all areas, analyze indicators, and prescribe the best “medicine” to generate results.
And, when we talk about results, what is expected of the CMO is demand generation—that is, sales. Recruiting new customers, strengthening relationships with them, and increasing the average ticket. This is, in fact, the main characteristic expected of a Marketing professional, according to 39% of respondents to the CMO Summit Tracking 2025 survey. Team management and leadership skills come in second, at 26%.
Brand value
Brand building comes in third, at 17%. This doesn’t mean that visibility and a recognized brand are any less important. It’s just that, today, that alone isn’t enough. Want a classic example? Nubank invests less than 10% in communication than Itaú and has almost the same customer base—and half the brand value. Once again: in today’s marketing, nothing is done in isolation.
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