Vendor reportGartner, 2026

CMOs who plan 18 months or more ahead are 1.5x more likely to report high performance

Strategy review & optimization

1.5x

more likely CMOs who plan 18 months or more ahead are to report high marketing and business performance than those who do not

Reader Note:: The source says this compares CMOs who plan out 18 months or more with those who do not, and that the outcome is self-reported high marketing and business performance. The report does not disclose the sample size for this comparison, how CMOs were selected, when the data was collected, or how 'high marketing and business performance' was defined.
Evidence:: Self-reported behaviour
Vendor interest:: High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Not disclosed

Good for

Getting a rough orientation, and deciding what to check yourself.

Not for

Exact numbers, or saying that one thing caused another.
The two groups were not split at random — they picked their own side. The difference may have been there before anything was measured.
The source talks about this as cause and effect — that is its reading, not a finding.
The source never says how big its sample was or what went into it.
The source never says when this data was collected. It could be considerably older than the publication date suggests.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
The source never says how this number was measured.

More than half of brands said economic volatility pushed them to focus harder on ROI

How Economic Volatility Has Affected Marketing Strategy, Overall vs Enterprise Brands
Response	Brands overall (%)	Enterprise brands (%)
Increased focus on ROI	51%	56%
Seeking cost saving measures	46%	49%
Budget restrictions	44%	43%
Reallocation of resources to proven channels	38%	43%
Job or role uncertainty	29%	39%

Open full graph

Planning questions suggested by Gartner: objectives and goals, primary strategies and execution, direction of product lines or services, success measures, long-term success factors, and major obstacles

Template: Strategic Alignment Discussion Guide for Business Partner Conversations
Questions about that business partner's domain	Notes of your business partner's answer
What are your key business objectives and resultant goals for the next two to five years?	—
What are your primary strategies? How do you plan to execute on these strategies?	—
What is the direction of the key product line, supply chain, service offerings, etc.?	—
How will you know if your unit is successful? What will you measure?	—
What are the key success factors that will make or break your unit's success in the long term?	—

Open full graph

37% of B2B SaaS leaders say team misalignment is the biggest blocker to partner revenue, while 7% blame tech

Alignment between teams37%
No clear partner program/process20%
Lack of visibility into partner impact14%
Other13%
Lack of executive support9%

Biggest blockers to driving more revenue through partners
Blocker	Share of respondents (%)
Alignment between teams	37%
No clear partner program/process	20%
Lack of visibility into partner impact	14%
Other	13%
Lack of executive support	9%
We don't have the right tech	7%

Open full graph

Go deeper on this topic

Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.

Fixing your influencer marketing campaign: How to get into the top 10% of advertisers

Lead quality and MQLs are the top KPI marketers track overall

Top KPIs marketers prioritize overall (2026)
KPI	Share of marketers prioritizing it (%)
Lead quality and MQLs	39%
Lead-to-customer conversion rates	34%
Return on marketing investment	31%
Customer acquisition cost	30%
Lead generation volume	29%

48% of B2B SaaS leaders say aligning affiliate partnerships with sales and marketing shortens sales cycles

Revenue impacts reported from strong alignment between partnerships and other go-to-market teams
Revenue impact	Share of respondents (%)
Shortens sales cycles	48%
Partnerships open doors to customers	31%
Land bigger deals	23%
Drive pipeline growth	12%
Help lower churn	10%

34%

of CEOs and CFOs are aligned with their CMOs about how marketing supports growth

CMOs who plan 18 months or more ahead are 1.5x more likely to report high performance

Good for

Not for

Related cards

Go deeper on this topic