Banks today are facing tremendous uncertainty in many areas — economic, regulatory, capital, risk, competitive, interest rate, political, just to name a few. As profits get squeezed, the attention of shareholders and CFOs naturally turns to trimming the marketing budget to generate a temporary boost in earnings. Our objective in “Marketing in the New Normal” is to point out the root causes of current banking CMO challenges — and recommend effective solutions for attaining success. Interspersed throughout this paper you’ll find “Voice of the CMO” quotes from actual survey participants who were kind enough to share their experiences and insights.