B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
72%
72% -- percentage of ceos skeptical of marketing spend justification for CEOs (2026)
72% of CEOs think marketers are always asking for more money but can rarely explain how much incremental business it will generate.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
72%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Fournaise Group
Primary
Tier C
https://landingpage.stratagon.com/marketingagency ↗
Source Article
Evaluate a Marketing Agency: A Marketer's Guide
In today's data-driven world, marketers have to be smart about which agencies they choose to partner with.
Especially when 72% of CEOs think marketers "are always asking for more money, but can rarely explain how much incremental business this money will generate," according to the Fornaise Group.
T…
Original Research
Fournaise Group
· Original study ↗
Methodology
Survey by the Fournaise Group, as cited by Stratagon; methodology not stated
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
CEOs: 72% percentage of ceos skeptical of marketing spend justification. Source: Fournaise Group (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ceos-marketers-incremental-business-72
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<blockquote cite="https://lighthousedata.io/data/ceos-marketers-incremental-business-72" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>72%</strong> -- percentage of ceos skeptical of marketing spend justification for CEOs<br><small>Source: Fournaise Group (2026) · <a href="https://lighthousedata.io/data/ceos-marketers-incremental-business-72" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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