1
2
3
What European CMOs are prioritizing
Ranking of the top 20 marketing topics by importance¹
Be trusted
Be effective
Be bold
Core report theme:
Average
B2B
Top 10
11–20
4
5
6
7
8
9
10
Question: On a scale from 1 to 6, please rate the importance of each of the following marketing themes based on their expected relevance to your company in 2025/2026 (1 = very low importance, 6 = very high importance).
Source: State of Marketing Europe Report 2026, McKinsey, n = 500 senior marketing leaders across France, Germany, Italy, Spain, and the United Kingdom
McKinsey & Company
1
11
12
13
14
15
16
17
18
19
20
Average
B2B
B2C
B2C
B2B2C
B2B2C