The new CMO playbook: how marketers are balancing broader remits and tighter budgets

Marketing leaders are expanding beyond traditional ad creation to roles involving AI, community building, and culture shaping, despite flat budgets. CMO representation in the C-suite is declining, with companies like UPS and Reckitt merging marketing roles with commercial functions. Research shows 46% of marketing and finance decision-makers link marketing value to profitability and revenue growth.