How AI is Changing Marketing ROI Measurement for CMOs
When profits miss plan, marketing is the budget line most likely to be cut. The CMO Survey found that marketing expenses are cut 45.4% of the time in that scenario, more often than any other expense category. Most marketing teams have more data than ever. Finance still discounts much of it, because few of those numbers connect spend to business outcomes. The pressure is structural. Gartner’s 2026 CMO Spend Survey shows marketing budgets flat at 7.8% of company revenue.