Summary
Marketing budgets are under growing scrutiny — and that’s forcing senior marketers and finance leaders to rethink their partnership. According to a recent survey of 167 North American marketing executives, only 22% feel they have enough data to justify marketing’s value to their CFO clearly. Meanwhile, just 21% say they’re fully aligned with finance on budgets and metrics. Though 62% believe their CFO sees marketing as a “revenue driver with measurable proof,” many lack the tools to show how campaigns contribute to the bottom line. Without unified ad‑tech and martech systems, demonstrating ROI remains difficult — making the CMO‑CFO relationship more fragile than ever.
Marketing Dive
