Our latest research with over 60 CMOs and senior marketing leaders from a range of industries across Australia and New Zealand, uncovers how marketing leaders are thinking and feeling in 2025.
Conducted in partnership with Vibrant Insights and The Owl Insights, the study shines a light on the realities of marketing leadership today: the rise of AI, the ever-expanding scope of the function, and the relentless pressure to balance short-term performance with long-term brand building.
Many of these are ‘evergreen’ challenges, but they have been exacerbated by the current economic and technological context.
Let us know if you can relate!
This research reinforces what many of us feel day to day — marketing is at a pivotal point. The path forward isn’t just about doing more, but doing it differently. To navigate complexity, adopt AI, and drive measurable growth, we must double down on building the right capabilities. That means investing in strategic thinking, data fluency, and creativity in equal measure — while empowering teams to adapt with confidence. Capability is no longer a nice-to-have; it’s the engine of modern marketing.
- Kate Young, Executive Manager - Marketing Strategy & Capability at ANZ
Key findings at
a glance:
71% say their value is judged by short-term sales outcomes
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2 in 3 Marketers are being asked to do more with the same, if not more with less
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60% of those don't have the additional resources required to deliver on the increased load
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Only 32% have adequate resource to fulfil both strategic and tactical asks
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71% say their value is judged by short-term sales outcomes
LISTEN TO THE WEBINAR.
GET THE INFOGRAPHIC.
Wingmaven have packed up all the findings into an on-demand webinar where we reveal the deeper analysis and findings, as well as some practical tips to tackle common challenges.
The one-page infographic provides a sharp tool for leaders to use to kick start important conversations with teams, executives and stakeholders alike.
Simply complete this form to receive access .
FAQ
If you would like to speak to Wingmaven about the research and insights, please email hello@wingmaven.com