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03 March 2026 / Article
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Copy LinkCMO+CCO Meter, February 2026: Marketing’s Business Impact As uncertainty has become the new normal, marketing leaders are adjusting to take advantage of opportunities with new tools and proven tactics. The latest data highlight the continuing positive impact that marketing is having on the business, with almost 7 out of 10 marketing leaders believing their CEO has seen their impact increase or increase significantly in the last six months.
Volatility presents opportunity. Despite the continued weakness in consumer confidence and the continuing uncertainty over policy and the economic situation, three-quarters of marketing leaders think their impact over the last six months has risen. Qualitative conversations suggest AI is delivering, new opportunities in segmentation or product/service innovation are being realized, and satisfaction with budgets and tools is at an all-time high.
CEO perceptions continue to rise
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