How CMOs are balancing optimism, accountability, and AI-driven transformation
As 2026 approaches, marketing leaders are preparing for a year of measured optimism. The economy is showing signs of cautious growth, and brands are looking for ways to move forward strategically rather than aggressively. According to new data from ITR Economics, 2025 Deloitte CMO Survey, and LinkedIn’s B2B Marketing Forecast, CMOs are responding by tightening focus, investing in technology, and redefining what smart growth looks like in a complex environment.
The result is a reset in how marketing leaders think about growth. Let’s take a closer look at the forces influencing CMO decisions, including confidence levels, investment choices, and the evolving role of technology and teams.
Confidence tempered by realism
The 2025 Deloitte CMO Survey echoes the economic tone described by ITR Economics: cautious but full of opportunity. Nearly half of CMOs (48%) say they’re less optimistic about the economy than they were in late 2024. Still, budgets are trending upward; overall marketing spend is projected to grow nearly 9%, with digital marketing up 12%.
This confidence amid constraint signals that marketing remains central to driving business results. Traditional advertising spend is expected to decline slightly, reflecting a shift toward measurable, data-rich channels.
Smarter spending, sharper focus
Marketers are concentrating their investments where they can prove impact. Social media currently accounts for 11% of marketing budgets, projected to reach 18% within five years. Customer experience, CRM, and brand-building are also rising priorities.
Still, 64% of marketing leaders cite “demonstrating financial impact” as their biggest challenge—pressure that comes not just from CFOs (63%) but from CEOs and boards as well. The message is clear: CMOs are expected to be both creative visionaries and business operators.
AI and automation reshape the playbook
Artificial Intelligence (AI) is now woven into the marketing fabric. Companies currently use AI in 17% of marketing activities, with usage expected to surge to 44% within three years. Generative AI already plays a role in content creation, personalization, and analytics, delivering up to 11% lower overhead costs and measurable boosts in productivity and satisfaction.
But adoption isn’t frictionless. Marketers continue to wrestle with security, bias, and maintaining brand alignment, reminding us that while AI accelerates marketing, human judgment still drives it.
LinkedIn’s growing role in the B2B ecosystem
As AI becomes the backbone of marketing operations, LinkedIn is emerging as the dominant platform for B2B engagement and growth.
The network’s ad revenue is projected to reach $9.7 billion in 2026, an 18.5% increase year-over-year, underscoring its strength as a primary B2B advertising channel. And it’s not just about ad spend.
LinkedIn’s ecosystem reflects broader shifts across B2B marketing:
- AI and automation are moving from experimentation to essential operations, powering intelligent lead generation, predictive analytics, and personalized outreach at scale.
- Authenticity and personal branding are overtaking polished corporate content. Decision-makers increasingly trust thought leaders and peer recommendations over traditional ads.
- Short-form video and interactive content are becoming the most effective ways to connect with buyers.
- And as expectations rise, self-service and hyper-personalization are reshaping how buyers evaluate vendors, demanding experiences that feel more consumer-grade, seamless, and data-informed.
In other words, the future of B2B marketing isn’t just digital-first, it’s platform-native. For CMOs, this means building ecosystems that blend owned, earned, and social channels into a cohesive, personalized buyer journey.
The people problem persists
Technology may scale, but talent sustains it. About 41% of CMOs say hiring the best people is their top challenge, with competition for data-literate, AI-fluent talent intensifying. Nearly half admit their organizations lack adequate training programs to keep up with change.
What this means for CMOs
Marketing’s influence continues to grow. Over the past five years, CMOs report their role has significantly broadened within the organization. Nearly one-third expect their title to evolve toward growth- or customer-focused roles such as Chief Growth Officer or Chief Customer Officer—a sign that marketing is increasingly seen as a strategic, enterprise-level function.
2026 will reward marketing leaders who balance creativity with caution, specifically, those who invest in brand trust, data, and AI while keeping an eye on profitability. It’s not a year for retreat, but for refinement.
As ITR Economics puts it, growth in a cautious economy “belongs to those who plan for it, not those who wait for it.” For CMOs, that means turning uncertainty into clarity. And for agencies, it’s an opportunity to help brands do exactly that.
Act when others slow down
In periods of uncertainty, many companies default to playing it safe. But as we—and ITR—advise, that’s precisely when opportunity expands for those willing to take measured, strategic action. Competitors pull back. Noise decreases. Attention becomes easier to earn.
Hiring strong talent, strengthening your brand, refining your message, or investing in marketing can all be more effective when others are cautious because the landscape is less crowded.
Picture yourself one year from now. What will your 2026 successes look like? And what steps could you take today to prepare for them?
Maybe it’s diversifying your customer base, accelerating digital transformation, investing in new creative, or simply bringing in a few extra hands. Even small, intentional moves now can create compounding advantages in the months ahead.
Ready to plan smarter growth for 2026?
If you’re rethinking how to connect with customers, refine your brand message, or scale your marketing with precision and creativity, we can help. From brand positioning and campaign strategy to content, design, and digital, we help B2B brands turn complexity into clarity and plans into performance.
Let’s turn your 2026 marketing plan into a measurable growth engine.
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