Marketing Priorities Survey 2025
Our 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, and focusing on key accounts. They are investing in the enablement and training strategies that truly accelerate skill transformation versus those that are simply easy to use.
Join our webinar: 2026 Marketing Reset: Why the Old Playbook Won’t Win as we reveal the most critical insights from our full Marketing Priorities Survey.
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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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Spotlight Series: The role of reputation in client-centricity
In this episode of our Spotlight Series, Mark Wellings, Executive Director, Thought Leadership, explores the power of thought leadership in driving competitive advantage and differentiation in today’s dynamic B2B marketplace.
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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.