Summary
Chief marketing officers are increasingly focusing on gaining influence within their organizations, even if it means sacrificing long-term brand-building efforts, according to Lippincott’s CMO Outlook 2026 study. Only 28% of CMOs report having very strong influence in the C-suite, prompting many to prioritize short-term, measurable results that resonate with senior executives. The research warns that this shift risks weakening sustainable brand growth despite marketing leaders recognizing its importance. Experts argue that CMOs must improve cross-functional collaboration, align marketing with broader business goals, and communicate long-term value more effectively to earn greater trust, autonomy, and strategic influence across their organizations.
Marketing Dive
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