New global research reveals that marketing’s top performers in 2025 aren’t chasing the next shiny thing, they’re getting laser-focused on the fundamentals.
In a world where AI is everywhere and trends come and go faster than a TikTok challenge, a new study from the World Federation of Advertisers (WFA) is turning heads. The headline? The most successful marketing teams aren’t relying solely on tech wizardry – they’re winning by getting the basics right.
The global study, which surveyed nearly 600 marketers across 25 countries, paints a clear picture: the best-performing teams are focused, consistent, and connected across departments. And despite years of handwringing about whether the CMO role is becoming obsolete, it’s more important than ever.
Success Start with the Basics
You don’t need to reinvent the wheel. According to the WFA, 63% of top-performing marketing teams have strong brand foundations and a clear strategy in place. Compare that to just 39% of underperformers. That’s a huge gap – and it all comes down to mastering the fundamentals.
Translation? The most successful marketers know exactly who they are, what they stand for, and who they’re talking to. They’re not scrambling to be on every new platform. Instead, they’re building brands that resonate and campaigns that deliver.
For small business owners and charities, this is gold. You don’t need a massive budget or a flashy tech stack, just a clear message, a defined audience, and a consistent plan.
Yes, AI is Here – But People Still Matter
There’s no denying it: AI is transforming the way we work. From chatbots to content creation tools, automation is everywhere. But the best marketers aren’t handing over the keys, they’re putting AI in the passenger seat.
They’re using it to speed up research, sharpen targeting, and free up creative energy – not to replace their own strategic thinking.
The WFA study shows that top CMOs are anchoring AI efforts in human-led brand and business goals. That means letting the tech work for your vision and not letting it dictate your direction.
For those just starting to experiment with AI, this is a helpful reminder: AI is a tool, not a strategy. Use it to support your creativity, not silence it.
Collaboration Is the New Superpower
Another big insight? High-performing marketing teams don’t operate in a bubble. They’re plugged into every part of the business, from finance to product to customer service. It’s not just about campaigns anymore; it’s about creating a unified customer experience.
In fact, 78% of top teams say cross-functional collaboration is critical to their success.
That might sound like a corporate buzzword, but for SME’s, it’s totally doable. It just means making sure everyone’s on the same page, from the person writing the Instagram captions to the one handling customer emails.
The CMO Role is Evolving
Remember all those predictions that the CMO would fade into irrelevance? Not happening.
Just 10% of marketers in this year’s WFA survey believe the role won’t exist in 10 years – down from 19% five years ago. That’s a big turnaround. The role is not only sticking around but also becoming more central than ever.
Why? Because in a noisy market, good marketing isn’t optional – it’s the growth engine of the business. Whether you have a full-time CMO or you’re the founder wearing all the hats, this research sends a clear signal: marketing leadership matters.
What You Can Do Today
If you’re running a marketing team, or trying to get the message of your small business out there, here’s what this research means for you:
- Don’t skip the strategy. Spend time defining your brand, audience, and goals before you dive into execution.
- Use AI to help, not take over. Let it support your decisions, not make them.
- Break the silos. Make sure marketing is part of the bigger business picture.
- Be proud of marketing leadership. Whether you’re a CMO or a solo entrepreneur, own your role as the voice of the business.
Clarity Is the New Clever
In a landscape that changes by the week, marketers are discovering something profound: you don’t need to do everything you just need to do the right things well.
That means clarity over complexity. Consistency over chaos. People over platforms.
And that might just be the smartest marketing move of all.
Further Reading / Sources
WFA research identifies drivers of successful marketing organisations. World Federation of Advertisers
Balancing AI and fundamentals: how CMOs are transforming their organizations in 2025. The Drum
Confidence in longevity of CMO role up from 2020, study finds. Marketing Week
WFA reveals how insights teams are claiming seat at strategy table. Marketing Edge
