Lucy Hogarth, founder and director of The Marketing Centre, which provides part time or ‘fractional’ Chief Marketing Officers (CMOs) to over 150 SMEs and mid-sized businesses across the UK, says the challenge for leaders is to build flexible strategies that can pivot as conditions change.

She considers the forces shaping growth over the next 12 months:

Economic volatility

Inflation is easing but not gone, and the Bank of England remains cautious. Tight margins and subdued investment mean only the most disciplined and diversified businesses will thrive. CMOs warn that competitiveness and cost control must be top of the agenda.

Technology acceleration

Generative AI, automation and machine learning are now central to scaling operations and marketing. Meanwhile, immersive tech, voice search and social commerce continue to expand the digital playing field. Businesses using AI to personalise experiences, automate workflows and improve decision-making will gain a significant edge.

Talent and flexibility

Labour markets remain tight, driving interest in fractional and remote models that blend affordability with experience. Upskilling, culture and purpose-driven leadership are now decisive factors in retention.

ESG and authenticity

Sustainability has moved from a tick-box to a trust issue. Clients and consumers want transparent, measurable action. Credibility matters more than slogans, and those caught ‘greenwashing’ risk lasting reputational harm.

Regulation and geopolitics

From AI ethics to trade policy, the rules are changing fast. Scenario planning and agility are key to staying compliant and competitive.

Where there is risk, there is opportunity. What matters is having the mindset and expertise to adapt quickly and building a growth strategy that works:

1. Diagnose before you act

Audit your current performance, markets and processes to identify gaps and friction points. Use data to see where your strengths lie, which channels deliver, and where skills are missing.

2. Define your growth levers

Structure your plan around multiple routes:

• Deepen share in existing markets
• Expand into new customer segments
• Innovate products or services
• Build partnerships to extend reach
• Each should have measurable objectives and accountability.

3. Create an integrated marketing engine

A joined-up, multi-channel approach is essential. Combine digital and offline tactics such as social, SEO, paid media, PR, events and video, to create consistent visibility and engagement. Avoid ‘random acts of marketing’ and instead ensure that each channel serves a clear purpose in the customer journey.

4. Plan for scalability

Invest in systems and automation that allow you to grow without losing efficiency or quality. Keep supply chains, data and people infrastructure ready to flex as demand rises.

5. Build financial resilience

Model multiple growth scenarios and monitor cash flow carefully. Balance ambition with realism – sustainable growth beats short-term spikes every time.

Marketing Wisdom for 2026

Too often, CEOs try a few tactics and expect instant results. Instead, you need a clear strategy built on your why – who you are, what makes you different, and why your customers should care.

Leaders should balance quick wins with long-term brand building: it takes time to generate sustainable growth. Smart leaders know the compound impact of consistent marketing over 12-24 months.

Video will be a growth essential. The brain is wired to react to motion, and we’re competing harder than ever for attention. Short-form video builds awareness; longer pieces drive conversion. AI tools make video easier and more cost-effective than ever – but keep it authentic.

Why fractional leadership is on the rise

Businesses scaling through uncertainty increasingly turn to fractional CMOs – senior marketing leaders who deliver high-level strategy without the full-time cost.

Fractional CMOs bring deep experience, challenge assumptions and can hit the ground running. They help you balance risk with ambition and drive execution that’s aligned to your growth goals.

For growing SMEs, this model offers flexible access to C-suite expertise and an external perspective at critical inflection points. It’s an approach that’s reshaping how ambitious businesses plan, pivot and grow.

2026 won’t deliver explosive economic growth, but it could reward those who pair disciplined planning with agile execution. By diagnosing gaps, leveraging technology, staying authentic and tapping into flexible expertise, businesses can turn uncertainty into competitive advantage.

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