In Spencer Stuart’s 2025 sample, 62% of CMOs were appointed from within, while 38% were externally hired.
Of that latter group, 43% came from a different industry, suggesting companies are seeking a different perspective or capability set.
Some industries showed a more obvious pattern of hiring externally. This included financial services companies, which sourced 47% of CMOs from outside their businesses and 43% from outside the sector entirely. Sanderson said this demonstrated an increased recognition among these brands that marketing could be a revenue driver, as well as a need for them to strengthen their in-house development initiatives.
Fast-paced tech, telecom, and media firms were more likely to hire CMOs from within their own industry, with just 26% of marketers hired from outside these businesses arriving from a different sector.
4. 2026 is about pressure and opportunity
Per another study from Spencer Stuart, one-third of Fortune 500 companies expect to cut costs by 20% or more over the next two years, thanks in part to AI.
This financial pressure means CMOs and their counterparts will be squeezed further in 2026. However, for those willing to adapt, it’s also a moment to redefine marketing leadership by expanding their responsibilities.
“This is your golden age,” Sanderson said. “Strong marketing leaders have an opportunity to step up and take on a broader remit than ever before.”
