Growth leaders should audit channels in their first 30 days, not just execute faster

Key points

• Gartner: 73% of CMOs call growth expectations high to overly ambitious, while budgets sit flat near 7.8% of revenue since 2022.
• 6sense reports winners were on the day-one shortlist 95% of the time, with 94% of buying groups ranking it before contacting vendors.
• Pew Research: searchers click 8% of the time when an AI summary appears, versus 15% when none appears.
• Deloitte: 66% of companies report AI productivity gains, but only 20% report revenue gains.

Why it matters for marketers: Marketers should map each channel to buyer needs, such as finding versus believing, before adding more volume or spend.