CFOs are the most skeptical of marketing’s value

Key stat: 40% of senior marketers worldwide say their CFO is most skeptical of marketing’s value at their company, according to data from Gartner.

Beyond the chart:

• With budgets tight, marketers are under increased pressure to prove ROI to CFOs. Demonstrating that your tactics are working is even more important so marketers must have solid measurement strategies to demonstrate the value of dollars spent.
• Making sure data is clean and leveraging AI-supported dashboards are two ways CMOs can monitor campaign performance in real time and communicate ROI to finance teams.

Use this chart: Marketers can use this chart to determine who to prioritize when seeking buy-in for investment and to communicate to their teams the importance of demonstrating ROI.

Related EMARKETER reports:

• How CMOs Are Maximizing ROI (Subscription required)
• How CMOs Are Using AI to Transform Their Strategies (Subscription required)

Note: Respondents were asked "Which of the following individuals or groups are the most skeptical of marketing's value at your company?"

Methodology: Data is from the September 2024 Gartner “2024 Gartner Marketing Analytics and Technology Survey." 378 senior marketers worldwide were surveyed during April-May 2024.