A Gartner survey conducted in April and May 2024 revealed that only 52% of senior marketing leaders, including CMOs, were able to prove marketing’s value and receive credit for contributing to business outcomes. The survey highlighted that nearly half of CMOs feel that marketing is viewed as an expense rather than a strategic investment, with CFOs (40%) and CEOs (39%) being the most skeptical of marketing’s value. One of the key strategies for overcoming this challenge is adopting a long-term, holistic view of marketing’s impact, which has proven successful for 41% of leaders.