The previous edition, which explored expectations for 2026, painted a striking picture: economic optimism was fading, but the willingness to invest remained strong, while AI moved to the heart of marketing strategy. It revealed a marketing landscape of balancing caution with ambition.
THE 2026 OUTLOOK: CAUTIOUS, BUT STILL AMBITIOUS
Last year’s CMO Barometer, based on responses from 805 CMOs, captured their expectations for 2026. Dutch marketing leaders were cautious about the economy: only 21% expected conditions to improve. That caution did not stop them from planning for growth. More than four in ten expected their marketing budgets to increase, placing the Netherlands among the more confident international markets for marketing investment.
THE 2026 AGENDA: AI MOVES TO THE CORE
AI and marketing automation were expected to make the biggest leap. While only 3% of Dutch CMOs had named them as a priority one year earlier, 47% put them on the agenda for 2026. At the same time, brand building, creativity and emotional relevance remained essential. CMOs expected to balance data with emotion, efficiency with creativity, and measurable performance with long-term brand growth. This also called for a broader leadership role, combining strategic and creative thinking with AI-expertise and the confidence to experiment.
LOOKING AHEAD TO 2027: WHAT COMES NEXT?
These expectations for 2026 provide a useful benchmark. In November, the new CMO Barometer will show how the priorities of marketing leaders have shifted for 2027. Will AI hold on to the top spot? Will marketing budgets grow? And where do CMOs see the next opportunities for their brands, people and organizations?
The answers are coming in November. Keep an eye on our channels for the full results.
Read further articles
