CMOs Gain Influence, But Only 38% Say the Role Is Fully Set Up for Success

Arketi Group and JM Search research shows CMOs are juggling rapid AI adoption and significant growth pressure – 85% say they would do it all over again

ATLANTA--(BUSINESS WIRE)--Chief marketing officers are operating with greater influence, stronger executive relationships and broader use of artificial intelligence than ever before, according to new research released today by Arketi Group and JM Search. Yet many marketing leaders say structural challenges continue to limit the effectiveness of the role.

The report examines how today’s CMOs are navigating alignment, execution and change, revealing a role that has expanded significantly in scope but remains heavily dependent on organizational structure and support.

While CMOs are increasingly accountable for revenue growth, brand leadership and talent development, only 38 percent of active CMOs surveyed say the role is set up to succeed.

“CMOs today carry unprecedented responsibility across revenue, brand and transformation,” said Mike Neumeier, APR, CEO of Arketi Group. “This research shows effectiveness hinges on alignment, with 67 percent of marketing leaders citing alignment with the CEO and C-suite as the top driver of success.”

The findings are detailed in the CMO Signals & Shifts: Q1 2026 Report. For additional insights and full findings, marketing and business leaders may download the complete report at https://arketi.com/cmo-signals-shifts-q1-2026.

CMO Growth Priorities Center on Pipeline and Talent

The research shows CMOs taking a pragmatic approach to budget and resource decisions, with a consistent focus on growth fundamentals. If budgets were reduced by 20 percent, CMOs would protect core growth priorities:

• 45 percent of respondents said they would protect revenue marketing and demand generation
• Talent and product marketing trailed at significantly lower levels

Conversely, if budgets increased by 20 percent, CMOs would prioritize additional investment in two areas:

• 32 percent said they would further invest in revenue marketing
• 16 percent would prioritize talent

The report also notes differences by company size. Marketing leaders at organizations under $1 billion in annual revenue are more likely to emphasize demand generation, while those at larger enterprises tend to prioritize talent investment.

AI Becomes Core to Marketing Execution

Artificial intelligence has moved from experimentation to essential infrastructure across the marketing function. All marketing leaders surveyed report using AI in some capacity, with 79 percent saying they are very or moderately reliant on AI to achieve their 2026 objectives.

AI adoption is most prevalent in:

• Content creation (80 percent)
• Research (57 percent)
• Analytics and reporting (45 percent)
• Ideation (45 percent)

“AI adoption among marketing leaders is now universal,” said Scott May, Principal at JM Search. “With nearly eight in 10 CMOs already reliant on AI, the real differentiator is how well organizations support leaders in operationalizing these tools at scale.”

Strong Executive Relationships, Limited CEO Aspiration

Despite ongoing concerns around role structure, CMOs report overwhelmingly positive relationships across the executive suite. Relationship strength is highest with the CFO (84 percent reporting good or very good relationships), followed by the CIO or CISO (82 percent), CHRO (81 percent), and CRO (80 percent). Relationships with CEOs also remain largely positive, with 77 percent of CMOs reporting a good or very good relationship.

However, strong executive relationships do not necessarily translate into broader career ambition. Only 40 percent of marketing leaders believe more CMOs will become CEOs in the next two years, and just 36 percent of CMOs say they feel ready to assume a chief executive role. Among CMOs surveyed, 56 percent say they have no interest in becoming CEO.

“The data shows many CMOs are focused on impact, not necessarily chasing the next title,” said Katie Droke, Principal at JM Search. “Seeing how Marketing consistently sits at the center of growth and transformation, that data should prompt companies to consider the ways marketing leaders are supported and developed as overall go-to-market and revenue leaders.”

CMOs Take Disciplined Approach to Purpose-Led Marketing

CMOs are taking a disciplined, credibility-first approach to purpose-led marketing, with most leaders saying companies should only speak out when their position is grounded in clear business relevance, values alignment and demonstrated action.

• 70 percent say companies must be able to speak credibly, based on demonstrated actions, before taking a public stance.
• 69 percent of marketing executives agree organizations should speak out on social issues only when there is a clear business or values based reason to do so.
• Fewer than 50 percent believe employee pressure alone is enough to justify public engagement on social issues.

“One final data point worth pausing on: when asked whether they would choose marketing again if they were starting over, 85 percent of respondents said yes,” said Neumeier.

About the Survey

The CMO Signals and Shifts: Q1 2026 survey was conducted by Arketi Group and JM Search in March 2026. The survey included responses from more than 110 marketing, communications, and public relations leaders, including more than 60 CMOs, representing organizations ranging from $10 million to $1 billion and above in annual revenue. Respondents represented industries including technology and software, financial services, and professional services.

Download the Full Report

To access the complete findings and analysis, download the CMO Signals & Shifts: Q1 2026 Report at https://arketi.com/cmo-signals-shifts-q1-2026.

About JM Search

JM Search is the leading retained executive search firm for private equity, and other growth-oriented private and public organizations. With 45 years of experience, our partners are immersed in your search every step of the way, supported by a passionate, cohesive team of recruiting experts. With deep sector and functional-specific expertise, our partners have built expansive professional networks from decades of firsthand experience to ensure the best possible outcomes for our clients and their businesses. For more information, visit jmsearch.com.

About Arketi Group

Arketi Group is building a next-generation B2B agency platform that helps business-to-business technology organizations generate revenue and accelerate growth through both marketplace and workplace communications. This includes capabilities in digital marketing and demand generation, public relations, messaging, branding, culture alignment, employee engagement, and change management — ensuring organizations achieve internal alignment and market impact. Recognized as a Chief Marketer “B2B Top Shop” and “Chief Marketer 200” firm, Arketi serves companies including CHEP, Cox Communications, Fiserv, Novelis, Stryten Energy, and Zyxel Communications. For more information, call 404-451-7832 or visit arketi.com.