Read full reportANZ marketing leaders are entering 2026 with greater authority, sharper accountability, and heightened commercial scrutiny. While CMOs remain central to enterprise growth decisions, rising pressure around ROI, budget discipline, and cross-functional alignment is reshaping how marketing is led and measured. This Wave of Change report explores how decision-making is evolving, where technology investment is concentrating, and why operating-model maturity, not tool adoption, will determine marketing’s next phase of advantage.
Key Findings:
Marketing Has Moved to the Centre of Enterprise Decision-Making
84% of respondents are either final decision-makers (41.1%) or key influencers (42.8%) in marketing strategy and budget decisions. Marketing leadership retains strong authority, but expectations around measurable growth contribution have materially increased.
Decision Influence Is Broadening Across the C-Suite
Compared to 2025, 2026 shows stronger involvement from CEOs (34%), Sales (23%), Finance (18%), and Data & Analytics (9%). Marketing strategy is becoming enterprise-governed rather than marketing-contained, signalling rising cross-functional accountability.
The 2026 Agenda Is Capability-Led, Not Channel-Led
Data & Insights (79.6%), Digital Transformation (78.6%), and Customer Experience (77.6%) dominate priorities. CMOs are focused on foundational growth systems rather than isolated campaign optimisation.
Data, AI, and Automation Are Moving Into Execution
Analytics (33%), CRM–marketing integration (32%), AI/ML (30%), and marketing automation (29%) are actively shaping strategy. AI use has expanded into content creation (32%) and campaign optimisation (31%), signalling operational deployment rather than experimentation.
ROI Accountability and Budget Pressure Form a Structural Constraint
Insufficient budget (33%) and difficulty measuring ROI (30%) are the most cited barriers. Measuring campaign ROI (32%) remains the leading operational challenge, reinforcing that financial scrutiny is intensifying faster than operating models are evolving.
Success Metrics Are Reinforcing Short-Term Performance Bias
42% define success primarily through campaign ROI, compared to 33% for brand awareness and 21% for customer lifetime value. This commercial discipline strengthens credibility but risks underinvestment in long-term growth drivers.
The Next Phase of Advantage Lies in Operating-Model Change
While 71% of organisations identify as Innovators (30%) or Challengers (41%), sustainable progress will depend on skills, integration, and decision rights — not further tool adoption. CMOs who succeed in 2026 will be those who translate capability investment into disciplined enterprise execution.
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Exclusive membership organisation, Factor, has launched a new Research and Advisory arm, aimed at helping both C-Suite leaders and providers in the enterprise and public sectors.
It comes after Factor rebranded at the beginning of the 24/25 financial year, with the new identity representing an expanded vision and commitment to offering top-tier thought leadership and networking opportunities to senior executives across ANZ, Singapore and a number of other countries and regions. Now, the new arm of Factor is being spearheaded by VP and Head of Research Craig Baty and VP of Advisory Partnerships Shayne Arundell.
Factor
With over 30 years of C-level experience in ICT, HR, marketing, sales, operations, market research, and international business, Craig brings a wealth of knowledge and expertise to Factor.
“I’m pleased to be part of Factor’s expansion into Research & Advisory services, and I’m looking forward to sharing actionable insights with our members and providers to guide them on best practices in the market,” says Craig.
Craig has held a number of C-level roles including his own start-up, Global VP Global Marketing and VP Digital Services in Fujitsu Tokyo HQ and CTO & Head of Marketing for APAC. He also served as Distinguished Lead Analyst for ISG and established the Provider Lens research arm in AP. As Group VP and Head of Research for Gartner AP/J and CEO of Gartner Japan he earned the first AP/J Gartner Thought Leadership award, established what is now Gartner for Marketing, and pioneered the Gartner SWOT analysis methodology.
Factor
While, Shayne Arundell, a seasoned leader with a proven track record of success in the APAC region. Bringing over 15 years of Partnerships experience to Factor from FMCG, Fintech and Research and Advisory industries.
Shayne is also a Gartner alumni, previously serving as Director of Enterprise Sales, and as APAC Vice President for Intelligence Cloud at Korn Ferry, both being leading global consulting firms.
“Factor is the newest leader in advisory, backed by fiercely local insights, from an extensive market research database you won’t see anywhere else,” Shayne explains.
Within our expertise Factor will cover a range of topics, including, but not limited to:
- Artificial Intelligence and Machine Learning
- Cyber Security
- 5G Landscape
- Hybrid Cloud
- Technology Profitability
- AU Fintech
- Digital Transformation and Enablement
- CX, EX, UX
Both Craig and Shayne are supported by Factor’s team of experts and analysts, including Director of Insights and Value, Darren Adams, who is a highly regarded professional in the APAC data and analytics space, drawing on his experience in communications, client relations, B2B marketing, data and strategy in the technology sector.
“People are at the heart of everything we do at Factor, and data is our key in transforming their interactions into understandings. I'm excited to share cutting-edge insights and understanding with our community, to help foster deeper, lasting and beneficial connections,” Darren says.
While Factor’s Editor-In-Chief, Madeline Palmer, an expert media professional, oversees a broad range of strategic, editorial, and managerial tasks to ensure the production and dissemination off high-quality research content.
“Our new membership app will be one-stop shop for all technology leaders to connect and learn through events, advisory and multi-media content, and I am looking forward to being part of that journey,” says Madeline.
The Directions™ portal on Factor’s new membership app is a cutting-edge platform, allowing users explore a repository of reports and other content, as well as create their own research visualisations with Factor’s existing database.
Factor’s CEO and founder, Josh Heid, says this new phase for the company is something he’s been working towards for quite some time.
“After six incredible years of empowering and enabling leaders, our rebrand as Factor, coupled with the launch of our Research and Advisory arm, is about offering our members and providers with the best services and products the market can offer,” Josh explains. “I’m very proud of the team at Factor and what we have built.”
For more information about Factor’s new Research and Advisory offerings click below.
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