Forrester: CMO tenure declines, roles shift at Fortune 500 companies

The tenure of chief marketing officers (CMOs) at Fortune 500 companies has declined to an average of 3.9 years in 2025, down from 4.1 years in 2024, according to a new Forrester report.

The study also revealed a drop in CMO influence, with only 58% of Fortune 500 companies now having a marketing executive reporting to the CEO or on the leadership team, compared to 63% last year.

Tenure varies by industry, with healthcare CMOs averaging 4.3 years, while those in energy and mining last 3.2 years. Ian Bruce, Forrester’s vice president and principal analyst, attributes the decline to two key factors: economic uncertainty and evolving expectations for the CMO role.

“When the economy gets tough, CMOs often find themselves on the defensive,” Bruce said, noting that marketing budgets are typically the first to face cuts. Forrester data shows 51% of B2B CMOs and 43% of B2C CMOs expect a recession in the coming year, adding pressure amid trade wars and budget constraints.

Additionally, the CMO role is transforming as consumer behavior and media consumption shift, demanding better returns on ad spend.

“The remit of the modern CMO has become a moving target—stretched between brand and demand, product and pipeline, digital and physical,” Bruce explained. This evolution is reflected in job titles, with only 49% of top marketers retaining the “chief marketing officer” title in 2025, down from 55% in 2024. Titles like chief revenue officer and chief commercial officer are gaining traction.