10 Big Things MMA Members Get in 2026
Ten major knowledge and learning opportunities—plus one that goes to eleven. All grounded in evidence. All designed to make CMOs better at creating value.
Executive Summary
The Marketing + Media Alliance exists for one purpose: to make CMOs better at creating value. As a non-profit, MMA operates without commercial bias—no selling, no vendor agendas, no consultancy overlays.
Marketing now sits at the center of enterprise value creation, yet the discipline is operating through its most disruptive period without a shared, evidence-based system for decision-making. AI, fractured measurement, budget pressure, and organizational strain have raised the stakes.
In this environment, leadership requires more than experience or instinct; it requires rigor and new knowledge.
The following eleven priorities outline the concrete knowledge, frameworks, and capabilities MMA members will gain in 2026. Together, they represent the clearest articulation yet of what CMOs must understand, execute, and prove to lead effectively in the years ahead.
The Future Belongs to Those Who Shape It
Participation in this work is not symbolic. For CMOs and board members, there is a professional obligation to contribute to the systems that will define how marketing is funded, measured, and trusted. Stepping away from that responsibility does not pause progress; it simply cedes influence to others.
Join the Alliance