What’s inside the report?
The Awin US CMO Study examines the operational realities behind marketing performance and asks where leaders have genuine control over growth.
The marketing resilience gap
See how organizations perform across five dimensions of operational resilience: discovery breadth, third-party advocacy, measurement, speed and channel concentration.
The risk of concentrated growth
Explore how heavily marketing organizations depend on a small number of acquisition channels, and what that means when platforms, costs and consumer behavior change.
The new discovery blind spot
Understand the growing role of creators, publishers, marketplaces, communities and AI in introducing consumers to brands, and why investment has yet to catch up with that shift.
Measurement beyond last click
Discover where marketers really sit on attribution maturity. Only 11.3% of respondents rely solely on last click, but just 10.8% have reached a genuinely unified cross-channel measurement framework.
of respondents rely solely on last click
have reached a genuinely unified cross-channel measurement framework.
The marketing maturity gap
See how organizations perform across five dimensions of operational maturity: discovery breadth, third-party advocacy, measurement, speed and channel concentration.
The risk of concentrated growth
Explore how heavily marketing organizations depend on a small number of acquisition channels, and what that means when platforms, costs and consumer behavior change.
The new discovery blind spot
Understand the growing role of creators, publishers, marketplaces, communities and AI in introducing consumers to brands, and why investment has yet to catch up with that shift.
Measurement beyond last click
Discover where marketers really sit on attribution maturity. Only 11.3% of respondents rely solely on last click, but just 10.8% have reached a genuinely unified cross-channel measurement framework.
of respondents rely solely on last click
have reached a genuinely unified cross-channel measurement framework.
Accountability, control and board trust
The research uncovers a striking pattern between tenure, perceived control and board trust. Longer tenured leaders report greater control over what they’re accountable for, while also reporting lower levels of board trust in marketing.
What stronger partner marketing looks like
Organizations with a structured, resourced partner program are more likely to be ahead of target and more confident in linking marketing spend to results.
61% of organizations with a structured partner program report being ahead of target, compared with 49% of everyone else. They are also substantially more likely to confidently connect at least half of their spend to results.
How resilient is your marketing operation?
Marketing success increasingly depends on more than delivering against today’s numbers. It requires the ability to adapt as discovery fragments, channels shift and scrutiny increases.
Download the Awin US CMO Study 2026 to understand where the biggest risks sit, what separates more resilient marketing organizations, and where leaders can build greater control over growth.
How resilient is your marketing operation?
Marketing success increasingly depends on more than delivering against today’s numbers. It requires the ability to adapt as discovery fragments, channels shift and scrutiny increases.
Download the Awin US CMO Study 2026 to understand where the biggest risks sit, what separates more resilient marketing organizations, and where leaders can build greater control over growth.