• by Tanya Gazdik , March 27, 2025

Close to three-quarters (71%) of CEOs gave their CMOs either an A or a B in a recent survey by independent marketing agency Boathouse.

While the results of the fourth annual study show improvements in CEOs' perception of CMOs, there are also several “areas of concern and disconnects” when it comes to how CEOs think of CMOs and marketing in general, according to Boathouse’s CEO study.

CMOs are earning accolades for their growing alignment with the CEO, but CEOs remain skeptical of marketing chiefs' ability to drive tangible business results. This gap between likability and credibility underscores a pressing need for marketing to balance relationship-building and profit generation, according to the study.

CMOs are strengthening their relationships with CEOs, yet they are not perceived as capable of driving business growth—the top priority for CEOs, says John Connors, Boathouse CEO.

“This disconnect between the company’s objectives and marketing’s focus and execution is damaging the reputation of both the CMO and the marketing function,” Connors tells Marketing Daily.

CEOs grade their CMO an “A” or “B” in their overall role consistently in the last three years. However, trust between the CMO and CEO continues to fluctuate, with CEOs continuing to doubt where the CMO loyalties lie, he adds.

CEOs were asked if they considered eliminating the CMO position.

“This is the first time we asked this question, but the 14% of CEOs considering eliminating the CMO position is likely financially motivated, driven by the need for marketing to contribute to growth and profitability, especially among private companies,” Connors says. “The study’s emphasis on financial metrics and private CEOs’ critical view of tenure supports this, with external research reinforcing the pressure on CMOs to deliver financial results. However, the exact motivations may vary, and further exploration into specific cases could clarify whether cost-cutting, performance, or strategic shifts are at play.”