{"id":303584,"date":"2025-11-27T10:00:55","date_gmt":"2025-11-27T09:00:55","guid":{"rendered":"https:\/\/be.themedialeader.com\/?p=303584"},"modified":"2025-11-28T10:05:04","modified_gmt":"2025-11-28T09:05:04","slug":"wat-wereldwijd-cmos-willen-in-2026-inzichten-uit-de-cmo-barometer","status":"publish","type":"post","link":"https:\/\/be.themedialeader.com\/nl\/wat-wereldwijd-cmos-willen-in-2026-inzichten-uit-de-cmo-barometer\/","title":{"rendered":"Wat CMO\u2019s wereldwijd willen in 2026: inzichten uit de CMO Barometer"},"content":{"rendered":"<p class=\"pf0\"><span class=\"cf1\"><strong>De CMO Barometer 2026<\/strong>, gebaseerd op de inzichten van 805 marketingbeslissers uit 15 landen, toont een sector in volle transformatie. De studie, uitgevoerd door Serviceplan Group in samenwerking met Universiteit St. Gallen, <\/span><span class=\"cf1\">Heidrick<\/span><span class=\"cf1\"> &amp; <\/span><span class=\"cf1\">Struggles<\/span><span class=\"cf1\"> en de <\/span><span class=\"cf1\">Solvay<\/span><span class=\"cf1\"> Brussels School, onthult hoe AI het marketinglandschap radicaal hertekent.<\/span><\/p>\n<p class=\"pf0\"><strong><span class=\"cf1\">Belangrijkste conclusies:<\/span><\/strong><\/p>\n<ul>\n<li class=\"pf0\"><span class=\"cf1\">68% van de <\/span><span class=\"cf1\">CMO\u2019s<\/span><span class=\"cf1\"> ziet AI als h<\/span><span class=\"cf0\">\u00e9t grote thema van 2026.<\/span><\/li>\n<li class=\"pf0\"><span class=\"cf0\">De rol van de CMO evolueert richting Chief <\/span><span class=\"cf0\">Transformation<\/span> <span class=\"cf0\">Officer<\/span><span class=\"cf0\">.<\/span><\/li>\n<li class=\"pf0\"><span class=\"cf0\">Budgetten blijven wankel: 32% verwacht groei, 30% daling, 38% stabiliteit.<\/span><\/li>\n<li class=\"pf0\"><span class=\"cf0\">Creativiteit, innovatie en <\/span><span class=\"cf0\">proactiviteit<\/span><span class=\"cf0\"> blijven topverwachtingen voor agentschappen.<\/span><\/li>\n<li class=\"pf0\"><span class=\"cf0\">Slechts 12% rekent op agentschappen voor AI-expertise, <\/span><span class=\"cf1\">merken willen dit zelf beheersen.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>In bijna alle landen staat AI in de top twee prioriteiten. Effici\u00ebntie en integratie (51%) zijn cruciaal, gevolgd door de vraag hoe mens en machine samenwerken (20%). Zwitserland, Frankrijk en het VK wijken af: daar ligt de focus evenzeer op klantervaring, personalisatie en ROI-marketing.<\/p>\n<p><span class=\"cf1\">In Belgi<\/span><span class=\"cf0\">\u00eb dalen de economische verwachtingen sterker dan elders: slechts 12% verwacht beterschap. Toch stijgt ook hier het belang van AI tot 81%. Terwijl emotionele merkopbouw licht terugvalt, blijven data en <\/span><span class=\"cf0\">analytics<\/span><span class=\"cf0\"> cruciale prioriteiten voor Belgische marketeers.<\/span><\/p>\n<p>Topvaardigheden van CMO&#8217;s zijn: digitale en technologische competenties (45%), klantgerichtheid (39%), leiderschap en teammanagement (38%). Ze moeten balanceren tussen AI en menselijkheid, snelheid en strategie, creativiteit en data-discipline.<\/p>\n<p class=\"pf0\"><span class=\"cf0\">\u201c<em>Het marketingsysteem wordt herschreven<\/em>\u201d, zegt <strong>Peter Vande <\/strong><\/span><strong><span class=\"cf0\">Graveele<\/span><\/strong><span class=\"cf0\">, CEO Serviceplan Group <\/span><span class=\"cf0\">Belux<\/span><span class=\"cf0\">. \u201c<em>AI is het nieuwe centrum van marketing en <\/em><\/span><em><span class=\"cf0\">CMO\u2019s<\/span><\/em><span class=\"cf0\"><em> moeten transformatieleiders worden.<\/em>\u201d<\/span><\/p>\n<p class=\"pf0\"><strong><span class=\"cf0\">Nancy <\/span><span class=\"cf0\">Delhalle<\/span><\/strong><span class=\"cf0\">, COO van Serviceplan Group <\/span><span class=\"cf0\">Belux<\/span><span class=\"cf0\">, benadrukt daarbij de rol van menselijkheid: \u201c<\/span><em><span class=\"cf0\">CMO\u2019s<\/span><span class=\"cf0\"> moeten architecten van verandering worden, die <\/span><span class=\"cf0\">purpose<\/span><\/em><span class=\"cf0\"><em>, technologie en mensen met elkaar verbinden<\/em>.\u201d<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>De CMO Barometer 2026 toont hoe AI marketing radicaal transformeert. CMO\u2019s evolueren naar transformatieleiders, met focus op effici\u00ebntie, data en creativiteit. Budgetten blijven onzeker, terwijl Belgi\u00eb extra inzet op AI en digitale vaardigheden centraal staan.<\/p>\n","protected":false},"author":5775,"featured_media":303585,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","footnotes":""},"categories":[9395],"tags":[6831,5655,5629,5646],"class_list":["post-303584","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights-nl","tag-cmo-barometer","tag-nancy-delhalle-2","tag-peter-vande-graveele-2","tag-serviceplan-2","entry","cat-9395-id"],"acf":[],"aioseo_notices":[],"fimg_url":"https:\/\/be.themedialeader.com\/wp-content\/uploads\/2025\/11\/cmo-barometer.png","publishpress_future_action":{"enabled":false,"date":"2026-05-06 03:59:27","action":"change-status","newStatus":"draft","terms":[],"taxonomy":"category"},"_links":{"self":[{"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/posts\/303584"}],"collection":[{"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/users\/5775"}],"replies":[{"embeddable":true,"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/comments?post=303584"}],"version-history":[{"count":5,"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/posts\/303584\/revisions"}],"predecessor-version":[{"id":303661,"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/posts\/303584\/revisions\/303661"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/media\/303585"}],"wp:attachment":[{"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/media?parent=303584"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/categories?post=303584"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/tags?post=303584"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}