Over the past year, the representation and tenure of CMOs and senior marketing executives at Fortune 500 companies have sharply declined. The numbers tell a sobering story: over one in five Fortune 500 companies changed their marketing leadership over the last 12 months. The average CMO tenure is now just 3.9 years, down from 4.1 years — not surprising given the churn.

We are also seeing a noticeable decline in the number of CMOs in the Fortune 500. Only 58% of companies have a marketing executive reporting directly to the CEO or sitting in the C-suite, down from 63% last year. B2B companies are leading the retreat, with executive-level CMO presence dropping from 48% to just 42%.

This erosion isn’t just statistical — it’s visible in headlines. Over the last few years, household-name brands such as UPS, Johnson and Johnson, and Starbucks have eliminated or restructured the CMO role. When Forbes released its list of the 50 Most Influential CMOs, 14 of them didn’t actually hold the CMO title. Instead, they bear alternative labels like Chief Commercial Officer. This rebranding appears to say it all: the CMO role, as traditionally defined, is being recast or sometimes eliminated altogether.

Business Pressure And Lack Of Clarity Are Driving CMO Turbulence

So what’s going on? Part of the answer to CMO turmoil is the economy. In separate Forrester studies, 51% of B2B CMOs and 43% of B2C CMOs say they expect a recession in the coming year. Economic anxiety and budget pressures are triggering strategic reevaluations, and CMOs often find themselves on the defensive — struggling to prove ROI, hold ground with finance, and avoid being scapegoated for declining growth. Marketers tend to be the first cut and the last to be re-funded.

But economics is only part of the story. 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. In many companies, these priorities are being fractured among numerous executive leadership roles. The result? Power and resources are diluted, focus shifts to more short-term revenue objectives, and accountability is fragmented. Indeed, when companies eliminate the CMO role, many end up reinstating it over time.

CMOs Must Show Connections To Commercial Outcomes

Despite this turmoil, there are clear signs of resilience and opportunity. Many CMOs are using the moment to redefine the role — expanding their purview to include programs that support customer retention—not only acquisition and expansion. Some are taking on aspects of sales, like having revenue development reps report to them or customer success. Others are leveraging digital commerce and the drive for greater self-service buying to transform marketing’s role as a growth driver.

Marketing leaders who can make measurable connections between brand-building, demand generation, and commercial outcomes are holding the line. Our analysis also shows that marketing does drive transformation in the C-suite: Women still make up the majority of Fortune 500 CMOs, a notable bright spot in a male-dominated executive landscape.

Clarify Marketing’s Purpose To Drive Change

Companies are asking tough questions about the CMO mandate, its contribution to growth, and its rightful place at the leadership table. Savvy marketers see this as an opportunity to clarify marketing’s purpose and show how they can drive growth. The alternative is clear: change or be changed. In this climate, survival may hinge less on what’s in the job description — and more on how boldly CMOs reimagine their role.

For more details on our survey of Fortune 500 CMO representation and tenure, clients can view the full report and schedule a guidance session with me to discuss the findings.