Marketing

Only 22% of senior marketers feel sure they can justify value to the CFO

Perion and Advertiser Perceptions surveyed 167 senior marketers. Just 22% strongly feel they have the data to prove marketing's value to finance.

Retailers need a separate Performance Max campaign for Google's new local shopper setting

Google's Local Customer Optimization won't run on feed-based Performance Max campaigns, and Store Sales lands in Data Manager at the end of September.

AI marketing attribution is moving from quarterly scorecards to real-time budget calls

MarTech Outlook's roadmap for AI attribution turns a reporting tool into a decision engine, and makes CDP identity data the first thing to audit.

Braze says marketing attribution can't see the moments that actually persuade buyers

Braze's January analysis argues the most persuasive steps in a purchase path, group chats and offline talk, never show up as measurable signals.

ANA agenda lists an invite-only day ahead of Masters of Marketing’s conference dates

ANA’s agenda lists invite-only council sessions and a Meta-hosted dinner on Oct. 19, ahead of Masters of Marketing dates of Oct. 20–23 listed by CMSWire.

CMO Tenure Ticks Up as B2B Marketing Adopts AI

Spencer Stuart finds Fortune 500 CMO tenure edged up in 2024, while Forrester reports wide AI tool adoption alongside gaps in strategy and measurement.

Gartner Sets June 2027 Colorado Dates for Marketing Symposium/Xpo

Gartner has scheduled its Marketing Symposium/Xpo for June 7-9, 2027, in Denver, with hotel bookings to open later.

ANA Says FIS Campaign Generated $26M in Contract Value

ANA's June 4 release credited FIS's Money in Harmony campaign with $26M in contract value; a later Business Wire version omitted an ROI figure.

2026 CMO Survey: Talent Rivals Tech as Growth Driver

Deloitte's 35th CMO Survey finds marketing leaders split evenly between talent and technology as the top driver of revenue growth, amid economic caution.

OpenAI and Meta Take Separate Paths to Automating Marketing

OpenAI is building ChatGPT into a marketing workspace and ad channel, while Meta continues automating ad buying. Here's what each has said so far.

Sales Enablement Shifts From Content Libraries to In-Workflow AI

Sales Enablement Shifts From Content Libraries to In-Workflow AI.

Google Ads Adds AI Dashboards and In-Store Sales Tools

Google Ads rolled out prompt-based AI dashboards and new in-store sales measurement tools in early September 2026, per Search Engine Land.

15,505 martech tools later, the fight is over who controls orchestration

As martech tool growth flattens, vendors are racing to own the orchestration layer that decides the next action for every customer across channels.

CDPs are still getting budget, but the architecture around them is shifting toward the warehouse

CDP spending is rising, but operations teams are rewriting specs around warehouse-native, zero-copy activation and consent controls.

Adobe pitches one dashboard to cut marketing handoffs as marketers brace for 5x content demand

Adobe’s GenStudio updates target fewer handoffs by bringing Workfront, Frame.io, and activation partners closer to a single dashboard as Adobe says content dema

Optimizely’s AEO push makes log data a new requirement for marketing platforms

Optimizely is tying AI discovery to on-site logs and Conductor search intelligence, as comms vendors like Notified tune releases for AI citations.

100% of revenue leaders say they use AI, but most can’t prove it pays off

Salesloft’s 500-leader benchmark finds universal AI use in revenue teams, yet only 20.6% call it production-ready. The bottleneck is data quality and workflow f

80% of CMOs already use genAI, but budgets and contracts are still tightening

Surveys from Duke/Deloitte, BCG, and Forrester point to similar pressures: GenAI adoption is rising, while leaders face tighter scrutiny on spending and executi

Influ2 puts a number on sales and marketing alignment: a 35% hand-off rate

Influ2’s 2025 benchmark ties alignment to a single operational metric: how often ad-engaged contacts actually get a sales touch.

B2B marketing budgets are rising in 2026, but benchmarks vary by business model

Forrester and 10Fold data points to budget growth in 2026. CMO Survey benchmarks show the real planning mistake is using one % of revenue.

Consumption-based martech is bringing surprise AI bills to CMO budgets

Gartner data show CMOs put 15.3% of budgets into AI, but only 30% can scale. Usage-based martech is rising, and half of adopters keep renegotiating.

96% of B2B marketers use AI, but hiring is moving toward judgment and QA roles

New 2026 reports from HubSpot, Demand Gen Report, and AMA agree AI is now baseline. The operational gap is measurement, workflow design, and human QA.

Forrester says $1M B2B deals are going self-serve, and alignment breaks first

Forrester expects most $1M+ B2B transactions to run through digital self-serve in 2025. Influ2 data suggests sales and marketing hand-offs still miss high-inten

100% of revenue teams say they use AI, but only 20.6% can show measurable results

Salesloft’s benchmark shows universal AI use in revenue orgs, yet most can’t tie it to measurable outcomes. The same gap is showing up in healthcare revenue cyc

Forrester set 2027 B2B Summit dates in Phoenix, GTM teams now have to plan for AI search

Forrester’s 2027 B2B Summit heads to Phoenix May 2–4. The practical shift is budgeting for AI-era discovery, measurement, and cross-functional GTM ops now.

Nearly 3 in 4 companies put RevOps in the C-suite, but 89% still lack goals

Salesloft and Wakefield found 73% of firms now have a C-suite RevOps role. Nearly all see AI ROI, yet strategic mandates and metrics are still muddy.

Marketing teams are buying AI before they can govern it

Benchmarks from The CMO Survey, Forrester, and CMI show AI rising on budget lists while governance and fundamentals lag. Plan for measurement, data, and workflo

100% of revenue teams use AI, but only 20.6% can prove it works

Salesloft’s 2026 benchmark says AI is everywhere in revenue orgs, but most teams still can’t diagnose stalled deals fast enough to turn insight into execution.

AI is everywhere in marketing, but data and hiring plans still lag

New 2026 research from HubSpot, Demand Gen Report, and the AMA shows AI adoption is near-universal. The harder work is governance: data visibility, brand qualit

Jasper moves marketers from chat to a shared workspace with Canvas and Agents

Jasper’s Canvas and marketing-specific Agents aim to automate SEO, research, and personalization with brand guardrails.