The representation and tenure of CMOs and senior marketing executives at the big end of town have declined, driven by increased business volatility, according to research by Forrester.
More than one in five Fortune 500 companies changed their marketing leadership over the past 12 months.
The average CMO tenure is now 3.9 years, down from 4.1 years.
“This erosion isn’t just statistical — it’s visible in headlines,” said Ian Bruce, VP and principal analyst at Forrester.
“Over the past few years, household-name brands such as Johnson & Johnson, Starbucks, and UPS have eliminated or restructured the CMO role.”
What’s going on? Part of the answer to CMO turmoil is the economy.
In separate Forrester studies, 51% of B2B CMOs and 43% of B2C CMOs say they expect a recession in the coming year.
“Economic anxiety and budget pressures are triggering strategic re-evaluations, and CMOs often find themselves on the defensive — struggling to prove ROI, hold ground with finance, and avoid being scapegoated for declining growth,” said Bruce.
“Marketers tend to be the first cut and the last to be re-funded.”
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