The international CMO Barometer shows that CMOs will face far‑reaching changes and challenges in 2026. AI remains a top priority everywhere, although customer focus is weighted slightly more strongly in Switzerland. The economic outlook appears cautious: a third of Swiss CMOs expect budget cuts. While technological competencies dominate internationally, leadership strength continues to be considered the most important skill for marketing decision‑makers in Switzerland.

The CMO Barometer 2026 presents exclusive insights from 153 marketing decision‑makers in Switzerland and 805 CMOs across 15 countries and regions in Europe and the Middle East. In Switzerland, the study was conducted for the fifth time by the independent agency group Serviceplan Group at the House of Communication Zurich, together with the University of St. Gallen (HSG) and, for the first time, the leadership consultancy Heidrick & Struggles. The CMO Barometer provides an up‑to‑date, data‑driven snapshot of the strategies, expectations, and competency profiles shaping the near future of marketing.

Economic caution shapes the industry
The economic outlook is marked by restraint: while a majority (54%) of Swiss CMOs expect stability, 36% fear a downturn. A similar pattern emerges in marketing budgets: 46% anticipate stable funding, and nearly one‑third expect cuts. On average, international sentiment is somewhat more positive, with expectations of higher budgets particularly strong in the Middle East.

Artificial intelligence remains in focus
CMOs currently prioritize efficiency, technological advancement, and measurable outcomes, while sustainability and social responsibility have moved into the background. For 47% of Swiss CMOs, artificial intelligence remains their top personal topic for 2026. However, in the final trend ranking, customer experience and personalization are weighted slightly higher than AI in Switzerland, contrary to the international average. Does this indicate a particularly strong expectation for high‑quality customer experiences and individualization in the Swiss market?

Leadership and innovation as key success factors
Despite, or perhaps because of, the rapid technological changes, Swiss CMOs continue to focus on classic leadership qualities: 38% name leadership and team building as the most important competencies, followed by innovation and strategic vision. In contrast, digital and technological skills are weighted more heavily internationally; for Swiss companies, human‑centered leadership remains essential.

Within teams, strategic marketing and brand management (79%) top the list of desired competencies, followed by digital skills (51%) and AI know‑how (43%). Creativity and content expertise have slightly declined in importance, giving way to a more technology‑driven and strategic mindset.

Creativity remains the top requirement for agencies
Most Swiss CMOs expect agencies to deliver creativity and out‑of‑the‑box thinking (71%), followed by innovation (64%) and trend expertise (48%). Operational or highly technical specialist skills are less in demand. In this regard, Swiss CMOs differ little from their international counterparts.

Swiss characteristics and personal formats as key sources of insight
The importance of Swiss market specifics varies among CMOs, but 30% of Swiss respondents view local identity, cultural diversity, and “Swissness” as key success factors for effective marketing in Switzerland.

Local differences also become evident in preferred sources of information: Swiss CMOs rely significantly more on conferences and professional events to gain valuable insights, whereas social media platforms, dominant internationally, play a smaller role.

Nathalie Diethelm, CEO of the House of Communication Zurich, summarizes the latest findings from the CMO Barometer as follows:
«It is no surprise that AI is a central topic, especially given its lasting impact on the industry. What I find particularly interesting in Switzerland is the balance between technological innovation and customer proximity: while we actively leverage the opportunities of AI, the goal remains to deliver an outstanding customer experience and to incorporate Swiss values.»