Observed Signal · Apr 28, 2026 · Survey · Source: Adweek · Impact: 2/5 · Sentiment: Negative
CEOs Increasingly See Marketing as Overhead
Boathouse’s fifth annual CEO study of 150 chief executives across industries finds CEOs generally view CMOs as contributors to strategy but rarely as its primary drivers. The report shows 68% of CMOs are seen as actively contributing to strategic decisions while only 8% are perceived as leading strategy. CEO grades for CMOs shifted downward at the top end (A grades fell from 24% to 15%) while B grades rose to 53%. Boathouse CEO John Connors attributes part of the performance gap to martech and AI fragmentation, siloed orgs and short-term budgeting. The article notes the study was reviewed by Digiday prior to public release and references a related Deloitte finding that AI is expected to account for over half of marketing activities by 2028.
Survey findings indicate weakening CEO confidence in marketing's ability to drive measurable business outcomes, which can influence marketing budgets, CMO influence, measurement priorities and martech investment decisions across the industry.
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Key Takeaways & Evidence Grounding
- Boathouse published its fifth annual CEO study based on input from 150 CEOs across industries.
- 68% of CMOs are seen by CEOs as actively contributing to strategy; 8% are perceived as leading strategy.
- Percentage of CMOs receiving an A grade dropped from 24% to 15%; B grades rose to 53%.
- Boathouse CEO John Connors cited martech and AI fragmentation, organizational silos and short-term budget focus as drivers of a performance confidence gap.
- Digiday reviewed the Boathouse study prior to its public release; the article also references a Deloitte study projecting AI will account for more than half of marketing activities by end of 2028.
Connected Companies & Entities
3 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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