Marketing leaders face measurement gaps as budgets tighten

A recent guide outlines current marketing budget benchmarks for 2026, noting that most established firms allocate 5%‑10% of revenue to marketing, while growth‑stage companies often spend 10%‑20% to fuel expansion. The guide highlights differences in spend between B2B (5%‑10%) and B2C (10%‑15%) firms and notes increasing allocations to AI‑driven technology.

A separate report by Ebiquity and the World Federation of Advertisers finds that only 15% of senior marketers say effectiveness data drives budget choices, despite 75% expecting measurement‑based allocation to grow. The study cites low maturity in automation, limited CFO‑marketing alignment, and delayed insights as barriers. As Sorin Patilinet of PepsiCo put it, “The tools are there, the discipline is there, the coverage is there. Where marketers still struggle is to turn all those measurements into decisions that impact the business.”