Marketing Priorities Survey 2025
Momentum ITSMA’s Marketing Priorities Survey 2025, sponsored by Demandbase, explores how today’s high-performing organizations are adapting to succeed in 2026 – responding to unprecedented market pressures and reshaping strategies for relevance, precision, and sustainable growth.
Drawing on insights from over 100 CMOs globally – including 43% from $1B+ organizations – the survey highlights the forces transforming marketing and the actions marketing leaders must take to drive growth and profitability. It reveals the priorities and approaches that define high-growth organizations in a landscape where traditional approaches are no longer enough.
In 2026, leading teams are embedding AI across content and go-to-market strategies, establishing trust and preference early, focusing on key accounts, and investing in skills and capabilities – equipping them with the insight, agility, and impact needed to deliver measurable results.
Discover the difference between the most popular and the most effective ways to upskill your teams – approaches that truly accelerate skill transformation versus those that are simply easy to use.
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75%
of CMOs in high-growth companies plan to increase investment in AI-related training and enablement
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60%
of CMOs in high-growth companies are strengthening reputation and thought leadership
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65%
of CMOs say marketing enablement is managed by a dedicated function outside of marketing or has no dedicated function at all
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52%
of high-performing organizations link marketing enablement to their annual planning cycles, investing in targeted, continuous enablement (not just one-off training)
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NetApp: Turning ABM ambition into impact
How can Account-Based Marketing deliver growth in an era of AI and complex buying journeys? NetApp’s Fabiana Brunetti shares how piloting, personalization, and cross-functional buy-in can turn ABM from aspiration to action.
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Spotlight Series: The marketing upskilling reset every CMO must embrace
In this episode of our Spotlight Series, Jo Connolly, Director, Learning & Development, shares how human-centered, competency-led learning and development programs can transform B2B marketing skills – moving beyond “tick-box” training to embed client-centric growth and organizational impact.
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The great B2B marketing reset: Why your team’s skills will define your success and growth trajectory
We read about it and we hear it all the time in our conversations with our clients: B2B marketing is under pressure like never before.