CMOs face a ‘reputation and results’ reckoning in 2026 - report

“Every marketing dollar is now under the microscope. It’s no longer just about efficiency; it’s about proving impact – all with largely flat budgets,” comments senior NielsenIQ executive Marta Cyhan-Bowles.  

“Marketers are redefining what performance means. Data, AI, and retail media networks are reshaping the marketing playbook – and the most successful CMOs will be those who connect these forces to demonstrate measurable value for the organisation.” 

Four priorities in the new year 

As CMOs look ahead to 2026, the findings point to four priorities that will define high-performing marketing organisations: 

• Data integration and connectivity: Building unified, centralised data systems to create a single source of truth for marketing performance and enable faster, insight-driven decisions. 

• AI implementation and ROI measurement: Maximising existing AI capabilities, investing in new AI solutions that drive measurable efficiencies, and clearly articulating martech’s business impact to executive stakeholders. 

• Omnichannel strategy and retail media integration: Modernising the media mix by balancing digital acceleration with traditional channels, leveraging retail media network efficiencies to offset lower-converting high value channels, while maintaining full-funnel coverage across the consumer journey. 

• Talent and capability investment: Upskilling marketing teams to leverage analytics and AI tools effectively, enabling agile decision-making and sustained brand growth even amid economic pressure. 

Together, these focus areas position CMOs to move beyond efficiency toward long-term resilience, driving both long-term brand equity and measurable business results, NielsenIQ says. 

The integration of AI and data driven strategies is not only a response to budget constraints but also a proactive approach to sustainable growth in a challenging economic environment. 

You can find out more about the report here.