Inside the CEO mindset: insights from 150 top leaders

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Inside the CEO Mindset: Insights from 150 Top Leaders

Three years ago, Boathouse noticed a gap in the market regarding CEOs; specifically, reliable data around their relationship and perception of CMOs (Chief Marketing Officers). So they set their curiosity sights on that relationship through research. From that, their first CMO study was conducted.

Fast forward to today, and Boathouse on their third annual CEO Study on Marketing and the CMO, drawing insights from 150 CEOs representing top U.S. companies across 17 industries, including healthcare, retail, tech, pharmaceuticals, transportation and education. It provides an exclusive access point to CEO insights, offering a comprehensive view into their perspectives on roles, CMO performance, trust, tenure, marketing strategies, broad dynamics, financial goal setting, AI and more.

So, what did they find out, and what insights can you take and apply to your business or C-suite?

CEO Priorities Have Changed

CEO priorities are shifting outward, with a focus on market-driven goals due to market conditions, economic volatility, and geopolitical pressures. It comes at the expense of workforce and DEI initiatives that were heightened following the pandemic, but scaled back as the negotiating power returns, in many industries, to the company. The top five issues increasing in importance are linked to financial performance, with growth and innovation taking the top spot.

This swing of the pendulum reflects a return to pre-pandemic business attitudes, prioritizing financial growth over workforce investments or DEI. This could have a lasting impact on employees, the brand, future customers, and growth. As we get further from the pandemic, it will be important to watch these trends to see how they evolve.

The CEO/CMO Relationship is Evolving

While relationships with the C-suite and company loyalty are strong, there continues to be a gap in the personal trust dynamic between the CEO and CMO. Only 20% of CEOs say the CMO is “on my side, I trust them,” and only 10% say the CMO “puts my needs before their own.” Deepening relationships between CEOs and CMOs are vital to achieving mission-critical company goals, and improving these relationships should be a priority.

The majority of CEOs self-report that they are still a long way from delivering on their company vision, and this is impacting the way that CEOs grade CMO performance. CEOs say 87% of CMOs understand their vision, and 80% take action to execute vision. This translates to CEOs believing that CMOs are doing a better job than in years past—in 2023, more CMOs received a “Grade A” from their CEO for overall performance in their role, with 73% giving an “A” or “B.”

There’s a lot more where that came from. If you’re interested in learning more about CEO and CMO dynamics, download Boathouse’s third annual CEO Study on Marketing and the CMO.

What is Boathouse?

Boathouse is an independent, full-service integrated marketing and communications agency. Fueled by artificial intelligence, grounded in data, and guided by analysis, Boathouse uses strategy, expertise, intelligence, and creativity to deliver measurable results and drive meaningful impact.