New Forrester research reveals sharp decline in CMO representation among Fortune 500 companies, with highest turnover in retail and wholesale sectors
New research from Forrester reveals a troubling trend for marketing leadership. Marketing executive representation at Fortune 500 companies has declined from 63% to 58%, with B2B companies experiencing the steepest drop from 48% to just 42%.
The data underscores a period of unprecedented volatility in marketing leadership roles, driven by economic uncertainty and evolving organisational structures.
The comprehensive study analysed Fortune 500 companies’ marketing leadership structures, examining representation, tenure patterns, and demographic shifts across industries. Forrester’s methodology involved systematic analysis of executive leadership teams across all Fortune 500 companies, tracking changes in marketing leadership representation and tenure over a 12-month period from 2024 to 2025.
Key findings
- Marketing leadership turnover reaches critical levels: 22% of Fortune 500 companies experienced a change in marketing leadership over the past year, with retail and wholesale sectors seeing the highest turnover at 32%. This represents a significant disruption to marketing strategy continuity and organizational stability across major enterprises.
- B2B enterprises lead retreat in executive-level marketing: B2B companies are driving the decline in executive-level marketing representation, with CMO presence at the C-suite or CEO-reporting level dropping from 48% to 42%. This trend suggests fundamental shifts in how B2B organizations structure their marketing functions and allocate strategic authority.
- Average CMO tenure continues downward trend: The average CMO tenure has decreased to 3.9 years from 4.1 years in 2024, with B2B marketing executives experiencing even shorter tenures at 3.5 years compared to 4.1 years for B2C companies. Healthcare demonstrates the longest marketing executive tenures at 4.3 years, suggesting industry-specific factors influence leadership stability.
- Economic uncertainty drives strategic re-evaluation: Economic anxiety is reshaping marketing leadership priorities, with 51% of B2B CMOs and 43% of B2C executives anticipating a recession in the next year. This uncertainty is triggering strategic reevaluations that often place marketing leaders in defensive positions regarding budget allocation and ROI justification.
- Women maintain majority in marketing leadership: Despite overall representation declines, women comprise 55% of Fortune 500 senior marketing leaders, up from 53% the previous year. However, significant industry variance exists, ranging from 67% representation in financial services to just 33% in energy and mining sectors.
“The erosion of CMO representation isn’t just statistical — it’s visible in headlines across major brands,” said Ian Bruce, VP and principal analyst at Forrester in a blog. “What we’re witnessing is a deeper transformation for marketing leaders. The remit of the modern CMO has become a moving target, stretched between brand and demand, product and pipeline, digital and physical.”
He added: “Economic anxiety and budget pressures are triggering strategic reevaluations, and CMOs often find themselves on the defensive. Marketing leaders who can make measurable connections between brand-building, demand generation, and commercial outcomes are holding the line. The alternative is clear: Change or be changed.”
