The TEAM LEWIS 2025 CMO Report is here with this clear message: marketing leaders are navigating some serious changes. In just 12 months, we’ve seen bold leaps forward in AI, growing budget pressures, and deeper friction between marketing and procurement teams.
So what’s really changed since last year? And what should CMOs and agencies be paying attention to now?
AI: From Buzzword to Battleground
In 2024, AI felt like something marketers were still circling. Mostly interest, less action. This year, that’s flipped. Increasingly, CMOs now say they’re actively using AI, and nearly 70% are excited about its potential. But enthusiasm doesn’t mean ease. Almost 1 in 2 also admit AI is a source of stress, a figure that’s more than double last year’s.
CMOs are feeling the pressure to make AI work. Fast. What was once a shiny concept is now a serious competitive play.
The Economy Takes Center Stage
For the first time, economic pressure has overtaken market competition as the top concern for CMOs. Nearly half list the economy – tariffs, supply chain issues and budget tightening – as their biggest challenge.
A majority say shrinking budgets are slowing their teams down, and 39% are prioritizing cost-saving and digital transformation just to stay afloat. The takeaway? Marketers are being asked to do more, with less, increasing the stakes.
Procurement Tensions Reach a Tipping Point
Last year’s unease between CMOs and procurement is now something bigger. Only 15% of CMOs feel confident leaving agency decisions in procurement’s hands without being heavily involved. That’s a steep drop from in 2024.
Frustrations are mounting on both sides and the process is damaging relationships with agencies. Nearly half of CMOs say it simply takes too long. As a result, more marketing leaders are pushing to regain control and this disconnect is widening.
Investment Priorities Are Splintering
It’s a mixed picture when it comes to spending. While 31% of CMOs report cuts to marketing budgets, 60% of procurement pros believe spend is actually increasing. What’s clear is that priorities are shifting: content marketing and paid search continue to get attention, while event marketing, particularly in APAC, is seeing a sharp drop, with just 8% investing.
CMOs are also tracking more metrics than ever, averaging five KPIs each. With every dollar under scrutiny, performance reporting has become a critical part of the job.
2025 isn’t just a continuation of last year’s trends – it marks a clear shift in how marketing leaders need to operate. AI is no longer optional. Budgets are tighter. Internal misalignment is slowing progress. The pressure to move faster, work smarter, and prove value has never been greater.
Download the full TEAM LEWIS 2025 CMO Report for deeper insights and strategies to help you stay ahead.
