Gartner Predicts Over 40% of CMOs Who Push for Larger Brand Budgets Will Lose Influence With the C‑Suite.
Companies caught in this “doom loop” were found to be half as likely to exceed organizational growth targets as those that can successfully evaluate brand value.
“Underfunded measurement breeds C-suite skepticism, which deprives brand of the investment it needs to drive growth,” said Sharon Cantor Ceurvorst, VP, Research in the Gartner Marketing Practice. “CMOs who break that loop with a clear, decision‑ready ROI story keep budgets at the level they need – and their C‑suite influence.”
Brand Strategy Is Stronger When CMOs Lead
Developing a strong brand strategy requires strong leadership, but many CMOs do not lead core responsibilities, such as brand positioning and messaging. To make brand a true foundation for growth, CMOs must influence the product, pricing and go‑to‑market decisions that define the value proposition.
Where marketing does lead these activities, organizations are more likely to report strong brand strategy performance, defined as brand being fully aligned with business strategy, consistently executed across functions, and recognized by executive leadership as critical to both past and future growth (see Figure 1).
“CMOs earn influence not by asking for bigger budgets, but by shaping the value proposition.” – Julie Reeves, Senior Director Analyst, Gartner Marketing Practice
Figure 1. Percentage of Companies With Strong Brand Strategy Performance
![[Image Alt Text for SEO]](https://emt.gartnerweb.com/ngw/globalassets/en/newsroom/images/graphs/brand-survey-february-2026.png)
Source: Gartner (February 2026)
“CMOs earn influence not by asking for bigger budgets, but by shaping the value proposition – product, pricing and commercialization – and proving impact,” said Julie Reeves, Senior Director Analyst in the Gartner Marketing Practice. “Lead the decisions that drive differentiation, and brand performance and enterprise growth will follow.”
