News Summary

Recent findings indicate that while trust between CEOs and CMOs is improving, concerns about the business impact of CMOs are growing. Only 24% of CEOs awarded high grades for CMOs’ performance, highlighting a disconnect between trust and perceived business growth. Key areas such as innovation and AI integration also show a decline, suggesting CMOs need to enhance their strategic relevance.

CEOs Trust CMOs More, But Business Impact on the Decline: A New Perspective

Recent findings from a fresh boathouse study shed light on the evolving dynamics between CEOs and Chief Marketing Officers (CMOs). The data signals some positive shifts in how CEOs perceive their marketing leaders. However, there’s a twist—along with improved trust in CMOs, there’s also a noticeable concern regarding their overall business impact. Let’s dive into the numbers and see what they reveal about these crucial roles in companies today.

Better Relationships, But Caution Looms

The survey shows that a whopping 76% of CEOs now recognize their CMOs’ commitment to overall company leadership, which is a significant jump from just 44% in 2021. This is fantastic news for CMOs who have been working hard to strengthen their roles. Plus, when it comes to being rated as “Best in Class,” the percentage leaped dramatically—from 21% in 2021 to 45% in 2025. It seems CEOs are warming up to the marketing executives in their corner offices.

Performance Ratings Reveal Concerns

24% of CEOs awarded an “A” grade to their CMOs for overall performance, which demonstrates a disconnect between the trust built and the perceived impact on business growth. For areas critical to business advancement—like translating company goals into marketing objectives—CEO ratings for CMOs have dropped, leading many to believe that CMOs might be more involved in operational roles rather than strategic ones.

The Balancing Act: Strategy vs. Execution

A few revealing insights from the study show that only 51% of CMOs are very involved in crafting growth strategies, while almost half— 49%—are more focused on executing those strategies. This division shows that many marketing leaders may still be seen as playing background roles instead of leading the charge when it comes to driving growth. In fact, half of the surveyed CEOs feel that their CMOs are “playing it safe,” indicating a growing sentiment that perhaps CMOs are being too cautious rather than bold and innovative.

Innovation and AI Concerns

13% drop in the high grades awarded for “innovation/generating new ideas” among CMOs compared to last year. On top of that, the percentage of CEOs who describe their CMOs as “bureaucratic” has jumped from 27% to 43% year-over-year. This shift indicates a cautious approach is winning out over innovative strategies, raising questions about how CMOs can revitalize their image as pioneers rather than followers.

Additionally, less than half—41%—of CMOs received top marks for their AI integration capabilities. This technology is becoming increasingly important, and the study indicates that marketing AI adoption is lagging behind other areas like customer service and operations. If CMOs don’t step up their game and embrace these technological advancements, they may risk losing ground with their CEOs.

Changing Structures and Future Considerations

14% of CEOs have even contemplated cutting the CMO role completely, and 30% are considering restructuring their reporting paths. This could lead to significant shifts in how marketing strategies are developed and executed moving forward.

The Final Word: Demonstrating Value

37% of CEOs rated their marketing capabilities as “Best in Class,” with 63% branding their marketing efforts as “average” or “underperforming.” This tells us there’s still a significant portion of CEOs who feel their CMOs haven’t proven their value in crucial areas such as growth and profitability. The relationship between these two roles has certainly strengthened, but if CMOs fail to connect their improved rapport with tangible impacts, they might face disappointment down the line.

In conclusion, while the trust between CEOs and CMOs is on the rise, there’s a pressing need for marketing leaders to demonstrate their strategic impact more effectively. It’s a balancing act, and how they navigate this will shape the future of marketing in their organizations. Stay tuned as this story continues to unfold!

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Additional Resources

• Forbes: CEOs Trust CMOs More, but Perceive Declining Business Impact
• Chief Marketer: Boathouse CEO Survey
• SmartBrief: The Growth Gap
• Marketing Dive: CMO No Man’s Land
• Wikipedia: Chief Marketing Officer

Author: HERE Plymouth