Finance is taking control of GTM decisions for one reason: marketing and sales still can’t prove what actually drives revenue. By Mark Stouse Published on March 19, 2026 Last updated on March 25, 2026 There’s a conversation happening in nearly every large enterprise right now, and most people in it don’t realize they’re talking … Continue reading Why CFOs are taking control of GTM strategy
Brand spend is no longer safe. Marketers must defend it with data, strategy and CFO-ready evidence — or watch it disappear. Matt Wakeman on June 20, 2025 This article was co-authored by Rachel Smith, a Sr. Principal Analyst in the Gartner Marketing Practice, specializing in marketing data and analytics, marketing technology and marketing operations. … Continue reading CFOs want hard numbers, not brand vibes
Insights into an AI-driven GTM landscape and how leaders can align for success in a networked, probabilistic marketplace. Mark Stouse on January 27, 2025 Over the past 22 months, I’ve spoken with several hundred Fortune 2000 CEOs and CFOs about GTM for a book I’m finishing. The insights from these conversations, along with our … Continue reading An open letter to CEOs and CFOs about GTM
53% of CFOs say they expect to increase the marketing budget by at least 3%. The rest plan on keeping it at current levels or cutting. Constantine von Hoffman on March 20, 2023 Slightly more than half (53%) of CFOs expect to increase their marketing budgets by at least 3% this year, according to a … Continue reading CFOs split on increasing or cutting marketing budgets
