Balancing AI and fundamentals: how CMOs are transforming their organizations in 2025

The study reveals something that might sound obvious but is apparently getting lost: marketing fundamentals still matter most.

Five critical differentiators

Drawing on data from nearly 600 companies across 25 countries (representing approximately $90bn in marketing spend), alongside in-depth interviews with CMOs from Diageo, Haleon, Nissan and Cathay Pacific, five key patterns have emerged from the research that deserve attention:

1. Marketing fundamentals remain non-negotiable: Despite the rush toward digital transformation, the research clearly demonstrates that brand strategy and creative foundations continue to be critical differentiators. Companies reporting better performance are 24% more likely to have maintained strength in these areas. This reinforces what The Drum has observed in conversations with marketing leaders at the recent WFA Global Marketer Week in Brussels – those who excel at the fundamentals first tend to extract greater value from new technologies.

2. Data-informed growth strategy: The most interesting finding here isn’t just about having data – it’s about how it’s used. Better-performing marketing teams are 19% more likely to prioritize consumer and market insights in their growth strategy. They’re also 11% less fixated on short-term metrics. This suggests a more confident, long-term orientation that many organizations would benefit from emulating.

3. The integration imperative: The data point that stands out most sharply relates to organizational structure. An overwhelming 97% of successful marketers cite cross-team collaboration as critical. This isn’t merely about having marketing, sales and e-commerce teams communicate occasionally – it’s about fundamental structural integration. The companies thriving in the current market have largely solved this challenge, while those struggling typically maintain rigid departmental boundaries.

4. AI implementation that augments rather than replaces: Encouragingly, the research reveals that successful marketers aren’t replacing human creativity with AI – they’re finding ways to enhance it. Companies reporting better results are 29% more likely to view transformational change in people and technology as extremely important – highlighting that the most effective approach combines technological advancement with human strategic thinking.

5. The C-suite positioning virtuous cycle: A critical insight from the research concerns marketing’s position within organizational leadership. Successful marketers distinguish themselves by effectively demonstrating and communicating their impact to all stakeholders. This creates a virtuous cycle: 43% of high-performing marketers see C-suite influence as crucial (compared with just 23% of underperforming counterparts) and 46% have secured greater leadership influence through board-level appointments. This positioning doesn’t just elevate marketing’s status – it directly increases marketing’s mandate and unlocks the ability to reinvest in both foundational skills and emerging technologies, proving that strategic marketing drives measurable business growth.

The implications for CMOs in 2025

What’s most striking about this research isn’t any single data point but rather how it reinforces the need for balance. The most successful marketing organizations aren’t simply those with the most advanced AI capabilities or the strongest traditional brand-building skills – they’re the ones that have mastered both.

This balance between marketing fundamentals and technological advancement looks set to be the defining characteristic of marketing success in the coming years.

Stephan Loerke, CEO at WFA, reinforces this point when we speak to him at Global Marketer Week 2025 in Brussels. Reflecting on the research findings, he says: “Perhaps the most important insight from our research is something we all need reminding of occasionally – the critical role of marketing fundamentals. Many companies have shifted focus away from the essentials: brand strategy, creative excellence and consumer insights. Yet these basics are precisely what differentiate high-performing organizations from underperforming ones.

“The companies seeing better results haven’t abandoned these fundamentals. Instead, they’ve built upon them, integrating new marketing capabilities and technologies rather than simply adding them on. This sounds elementary, but it’s profoundly important, especially after five years of constant disruption and uncertainty that have tested marketing organizations worldwide.”

For CMOs navigating this complex landscape, the research offers a clear roadmap: address your fundamentals, structure for integration, invest strategically in AI and strengthen your C-suite influence. Those that manage this balancing act will likely find themselves among the success stories in 2026.