Rethinking marketing with an executive vision is a call for marketing leaders to step out of the reactive mode that has dominated the past decade. In the midst of an ecosystem accelerated by Artificial Intelligence, channel saturation, and the pressure for immediate results, this editorial proposes a change of course: regaining control, redefining metrics, integrating technology with discernment, and refocusing teams to face 2026 with a clear direction. A critical reflection for those who want to lead with vision, not just execute out of inertia.