The CMO Playbook for 2025: Navigating Uncertainty, Brand Trust & Commercial Growth

The CMO Playbook for 2025: Navigating Uncertainty, Brand Trust & Commercial Growth

The CMO role has never been more complex. Economic uncertainty, geopolitical shifts, and evolving regulations mean that buyer confidence is shaky, leadership expectations are higher than ever, and brand reputation is on the line.

At Resonance, we surveyed 100+ senior in-house comms professionals across the UK and US to uncover the key challenges shaping strategy for 2025.

The takeaway? CMOs need to balance short-term commercial pressures with long-term brand resilience - while adapting to a world that refuses to stand still.

Key Insights for CMOs from Our Latest Research

Financial instability is stalling growth: 57% of respondents said economic uncertainty is significantly impacting their company’s direction. For CMOs, this means tighter budgets, more scrutiny on ROI, and the need to demonstrate commercial impact faster than ever.

Leadership is struggling to provide clarity: 66% of comms leaders report little to no strategic direction from leadership in response to major geopolitical events. CMOs can’t afford to be reactive - they need proactive scenario planning, clear stakeholder messaging, and a comms team that can move at speed.

Brand trust is harder to maintain: With constant regulatory shifts (51% cite compliance uncertainty as a major issue) and increased stakeholder demands, CMOs need to double down on messaging that builds credibility and resilience - internally and externally.

Storytelling & crisis response are the biggest skills gaps: While 58% of leadership prioritise strategy and planning, our research found that 30% of teams feel underprepared for crisis management, and 27% lack storytelling capabilities. CMOs need comms teams that can deliver narratives that cut through the noise - not just campaign assets.

What CMOs Need to Do Now

• Balance short-term performance with long-term brand strength – Don’t just chase immediate ROI; invest in messaging that builds credibility and consumer trust over time.
• Get ahead of uncertainty – Build agile comms strategies that prepare for regulatory changes, financial shifts, and evolving consumer sentiment.
• Invest in strategic storytelling – Your comms team isn’t just an execution function; they’re key to shaping the narrative and positioning the brand for resilience.
• Fix the internal-external disconnect – If 66% of comms leaders say they’re lacking leadership direction, CMOs need to bridge the gap between business priorities and clear external messaging.

2025 is unpredictable, but the CMOs who lead with strategy, adaptability, and trust will come out ahead.