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McKinsey: CMOs and CFOs must unite to solve marketing tech ROI gap — with help from AI

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Good morning. Marketing technology, or “martech,” promises smarter customer engagement—but without clear ROI, it risks becoming a digital money pit. Chief marketing officers and chief financial officers play a major role in preventing that.

Email marketing tools, customer data and automation platforms, and social media and campaign management systems are all examples of martech. Their use and configuration vary by industry, Robert Tas, a partner at McKinsey & Company, told me. “For instance, in financial services, you’ll find risk compliance tools integrated into marketing,” he noted.

In 2023, the global martech market was valued at $131 billion and is projected to grow at a 13.3% compound annual growth rate to surpass $215 billion by 2027—nearly doubling in five years, according to McKinsey’s new report Rewiring Martech: From Cost Center to Growth Engine.

Despite rapid growth, many marketers remain in the early stages of maturity—focused on automating legacy processes and struggling to measure ROI. The findings are based on a survey of more than 200 senior marketing and technology leaders at companies with over $500 million in revenue, each spending more than $500,000 annually on martech and adtech.

Companies run campaigns and the tools work—to a point, Tas said. But too often, millions are spent without understanding their direct business impact or how newer AI-driven tools could enhance performance, he said.

According to Tas, duplication across stacks is rampant. “Companies end up paying twice for tools that serve the same purpose,” he said. Often, teams lack alignment on which tools to keep or retire.

Most Fortune 500 companies already use personalization tools, journey optimizers, and customer decisioning platforms, McKinsey found. Yet almost half of martech leaders cite stack complexity and poor data integration as major barriers to realizing value—and key obstacles to achieving a unified identity strategy.

Another key finding: None of the 50-plus senior marketing leaders McKinsey interviewed could clearly articulate the ROI of their martech investments. Instead of tying outcomes to revenue, customer lifetime value, or business growth, most track operational metrics—email sends, open rates, impressions, and reach.

Many companies also fail to plan for training and implementation. “Years later, they’re still fixing data pipelines and enablement gaps that should have been addressed from the start,” Tas said.

“What we don’t see is rationalization of the martech investment from a total cost of ownership perspective, and managing it as a CFO would,” Tas added.

Placing martech in the company-wide strategy

The AI revolution offers a rare second chance, according to McKinsey. With the right approach, companies can reposition martech as a strategic enterprise asset—sponsored by the C-suite, integrated into business strategy, and backed by governance and skilled talent.

To achieve this, CMOs must advocate for martech funding, training, and use-case development—elevating the function to the executive agenda. Many CMOs focus more on media than technology, with martech budgets often falling under IT instead of marketing, Tas said.

Some CMOs already link marketing closely to business strategy and financial outcomes. For example, this past summer, I spoke with AT&T’s Kellyn Smith Kenny, chief marketing and growth officer, and Pascal Desroches, senior EVP and CFO. “In my bones and in my DNA, I’m always thinking about how any marketing investment will drive the company’s financial performance,” Kenny said.

“Organizations need accountability for martech investments—just as they would for building a new [manufacturing] plant,” Tas said. Finance leaders will play a key role. “You need the CFO and, ideally, an executive tied to revenue to drive martech transformation that moves the business forward,” he said.

As CFOs take lead roles in companywide AI strategies, they could help reshape the martech stack itself. McKinsey predicts AI will reshape martech stacks by adding an agentic orchestration layer that breaks down silos, improves customer experience, and fuels growth.

Sheryl Estrada
sheryl.estrada@fortune.com

***Upcoming Event: Join us for our next Emerging CFO webinar, Optimizing for a Human-Machine Workforce, presented in partnership with Workday, on Nov. 13 from 11 a.m. to 12 p.m. ET.

We’ll explore how leading CFOs are rethinking the future of work in the age of agentic AI—including when to deploy AI agents to accelerate automation, how to balance ROI tradeoffs between human and digital talent, and the upskilling strategies CFOs are applying to optimize their workforces for the future.
You can register here. Email us at CFOCollaborative@Fortune.com with any questions.

Leaderboard

John Brenton was promoted to CFO of Nano Dimension Ltd. (Nasdaq: NNDM), a digital manufacturing solutions company, effective Nov. 1. He will succeed Assaf Zipori, who is stepping down from the role. Brenton currently serves as VP of global finance and corporate controller and brings more than 30 years of experience in finance, accounting, and corporate control. He spent approximately five years at Markforged, joining Nano Dimension following its acquisition of the company, where he held senior finance leadership positions.

D. Anthony Scaglione was appointed CFO of Flowers Foods, Inc. (NYSE: FLO), effective Jan. 1. He will succeed Steve Kinsey, who will retire from Flowers at year-end.  Scaglione has previously served as CFO for Total Wine & More, a retailer specializing in wine, spirits, and beer; ODP Corporation, a global B2B office equipment and services company; and ABM Industries, a global services company. His leadership experience also spans strategy, real estate, procurement, M&A, and IT. 

Big Deal

There’s a new web browser in town. Tech giant OpenAI unveiled ChatGPT Atlas on Tuesday—a browser that infuses generative AI capabilities throughout the user experience.

OpenAI stated in its announcement: “AI gives us a rare moment to rethink what it means to use the web. Last year, we added search in ChatGPT so users could instantly find timely information from across the internet—and it quickly became one of our most-used features. But your browser is where all of your work, tools, and context come together. A browser built with ChatGPT takes us closer to a true super-assistant that understands your world and helps you achieve your goals.”

ChatGPT Atlas represents a challenge to Google not only as a web browser but also as a potential alternative to the company’s core search engine, writes Fortune Tech Editor Alexei Oreskovic. “The Atlas browser ‘home page’ looks similar to the Google search home page, except that the box at the center of the white page is for interacting with the ChatGPT AI bot rather than the Google search engine,” he notes. You can read more of Oreskovic’s analysis here.​

Going deeper

Kiteworks’ inaugural Data Security and Compliance Risk: MFT Security Report finds a fundamental disconnect: While companies invest heavily in perimeter defenses, their file transfer systems remain dangerously exposed. The data shows three critical gaps driving the 59% incident rate across surveyed organizations: encryption disconnect, security monitoring blindness, and architectural fragmentation. 

Overheard

“It’s amazing, as women leaders and executives, how little we believe in how good we are. It’s not about the glass ceilings—it’s the sticky floors. Check your sticky floors.”

—SAIC CEO Toni Townes-Whitley offered this leadership advice during the Fortune Most Powerful Women Summit last week. Townes-Whitley also noted that her path was non-linear, stretching both horizontally and vertically before she reached the top seat of the $7.5 billion defense tech giant.



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Leaders in Congress outperform rank-and-file lawmakers on stock trades by up to 47% a year

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Stocks held by members of Congress have been beating the S&P 500 lately, but there’s a subset of lawmakers who crush their peers: leadership.

According to a recent working paper for the National Bureau of Economic Research, congressional leaders outperform back benchers by up to 47% a year.

Shang-Jin Wei from Columbia University and Columbia Business School along with Yifan Zhou from Xi’an Jiaotong-Liverpool University looked at lawmakers who ascended to leadership posts, such as Speaker of the House as well as House and Senate floor leaders, whips, and conference/caucus chairs.

Between 1995 and 2021, there were 20 such leaders who made stock trades before and after rising to their posts. Wei and Zhou observed that lawmakers underperformed benchmarks before becoming leaders, then everything suddenly changed.

“Importantly, whilst we observe a huge improvement in leaders’ trading performance as they ascend to leadership roles, the matched ‘regular’ members’ stock trading performance does not improve much,” they wrote.

Leadership’s stock market edge stems in part from their ability to set the regulatory or legislation agenda, such as deciding if and when a particular bill will be put to a vote. Setting the agenda also gives leaders advanced knowledge of when certain actions will take place.

In fact, Wei and Zhou found that leaders demonstrate much better returns on stock trades that are made when their party controls their chamber.

In addition, being a leader also increases access to non-public information. The researchers said that while companies are reluctant to share such insider knowledge, they may prioritize revealing it to leaders over rank-and-file lawmakers.

Leaders earn higher returns on companies that contribute to their campaigns or are headquartered in their states, which Wei and Zhou said could be attributable to “privileged access to firm-specific information.”

The upper echelon also influences how other members of Congress vote, and the paper found that a leader’s party is much more likely to vote for bills that help firms whose stocks the leader held, or vote against bills that harmed them. And stocks owned by leadership tend to see increases in federal contract awards, especially sole-source contracts, over the following one to two years.

“These results suggest that congressional leaders may not only trade on privileged knowledge, but also shape policy outcomes to enrich themselves,” Wei and Zhou wrote.

Stock trades by congressional leaders are even predictive, forecasting higher occurrences of positive or negative corporate news over the following year, they added. In particular, stock sales predict the number of hearings and regulatory actions over the coming year, though purchases don’t.

Investors have long suspected that Washington has a special advantage on Wall Street. That’s given rise to more ETFs with political themes, including funds that track portfolios belonging to Democrats and Republicans in Congress.

And Paul Pelosi, former House Speaker Nancy Pelosi’s husband, even has a cult following among some investors who mimic his stock moves.

Congress has tried to crack down on members’ stock holdings. The STOCK Act of 2012 requires more timely disclosures, but some lawmakers want to ban trading completely.

A bipartisan group of House members is pushing legislation that would prohibit members of Congress, their spouses, dependent children, and trustees from trading individual stocks, commodities, or futures.

And this past week, a discharge petition was put forth that would force a vote in the House if it gets enough signatures.

“If leadership wants to put forward a bill that would actually do that and end the corruption, we’re all for it,” said Rep. Anna Paulina Luna, R-Fla., on social media on Tuesday. “But we’re tired of the partisan games. This is the most bipartisan bipartisan thing in U.S. history, and it’s time that the House of Representatives listens to the American people.”



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Macron warns EU may hit China with tariffs over trade surplus

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French President Emmanuel Macron warned that the European Union may be forced to take “strong measures” against China, including potential tariffs, if Beijing fails to address its widening trade imbalance with the bloc.

“I’m trying to explain to the Chinese that their trade surplus isn’t sustainable because they’re killing their own clients, notably by importing hardly anything from us any more,” Macron told Les Echos newspaper in an interview published on Sunday.

“If they don’t react, in the coming months we Europeans will be obliged to take strong measures and decouple, like the US, like for example tariffs on Chinese products,” he said, adding that he had discussed the matter with European Commission President Ursula von der Leyen.

Macron has just returned from a three-day state visit in China, where he pressed for more investment as Paris seeks to recalibrate its relationship with the world’s second-largest economy. France’s goods trade deficit with China reached around €47 billion ($54.7 billion) last year, according to the French Treasury. Meanwhile, China’s goods trade surplus with the EU swelled to almost $143 billion in the first half of 2025, a record for any six-month period, according to data released by China earlier this year.

Tensions between France and China escalated last year after Paris backed the EU’s decision to impose tariffs on Chinese electric vehicles. Beijing retaliated by imposing minimum price requirements on French cognac, sparking fears among pork and dairy producers that they could be targeted next.

‘Life or Death’

Macron said the US approach to China was “inappropriate” and had worsened Europe’s position by diverting Chinese goods toward the EU market.

“Today, we’re stuck between the two, and it’s a question of life or death for European industry,” Macron said, while noting that Germany — Europe’s biggest economy — doesn’t entirely share France’s stance.

In addition to Europe needing to become more competitive, the European Central Bank too has a role to play in strengthening the EU’s single market, Macron said, arguing that monetary policy should take growth and jobs into account, not just inflation, he said.

He also said the ECB’s decision to continue selling the government bonds it holds risks pushing up long-term interest rates and weighing on economic activity.

“Europe must — and wants to — remain a zone of monetary stability and credible investment,” Macron said.



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What bubble? Asset managers in risk-on mode stick with stocks

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There’s a time when investments run their course and the prudent move is to cash out. For global asset managers who’ve ridden double-digit gains in equities for three straight years, that time is not now.

“Our expectation of solid growth and easier monetary and fiscal policies supports a risk-on tilt in our multi-asset portfolios. We remain overweight stocks and credit,” said Sylvia Sheng, global multi-asset strategist at JPMorgan Asset Management.

“We are playing the powerful trends in place and are bullish through the end of next year,” said David Bianco, Americas chief investment officer at DWS. “For now we are not contrarians.”

“Start the year with sufficient exposure, even over-exposure to equities, predominantly in emerging market equities,” said Nannette Hechler-Fayd’herbe, EMEA chief investment officer at Lombard Odier. “We don’t expect a recession in 2026 to unfold.”

Those assessments came from Bloomberg News interviews with 39 investment managers across the US, Asia and Europe, including at BlackRock Inc., Allianz Global Investors, Goldman Sachs Group Inc. and Franklin Templeton.

More than three-quarters of the allocators were positioning portfolios for a risk-on environment through 2026. The thrust of the bet is that resilient global growth, further developments in artificial intelligence, accommodative monetary policy and fiscal stimulus will deliver outsize returns in all fashion of global equity markets. 

The call is not without risks, including simply its pervasiveness among the respondents, along with their overall high degree of assuredness. The view among the institutional investors also aligns with that of sell-side strategists around the globe. 

Should the bullishness play out as expected, it would deliver a stunning fourth straight year of bumper returns for the MSCI All-Country World Index. That would extend a run that’s added $42 trillion in market capitalization since the end of 2022 — the most value created for equity investors in history. 

That’s not to say the optimism is without merit. The artificial intelligence trade has added trillions in market value to dozens of firms plying the industry, but just three years after ChatGPT broke into the public consciousness, AI remains in the early phase of development.

No Tech Panic

The buy-side managers largely rejected the idea that the technology has blown a bubble in equity markets. While many acknowledged some pockets of froth in unprofitable tech names, 85% of managers said valuations among the Magnificent Seven and other AI heavyweights are not overly inflated. Fundamentals back the trade, they said, which marks the beginning of a new industrial cycle. 

“You can’t call it a bubble when you’re seeing tech companies deliver a massive earnings beat. In fact, earnings from the sector have outstripped all other US stocks,” said Anwiti Bahuguna, global co-chief investment officer at Northern Trust Asset Management.

As such, investors expect the US to remain the engine of the rally. 

“American exceptionalism is far from dead,” said Jose Rasco, chief investment officer at HSBC Americas. “As artificial intelligence continues to spread around the globe, the US will be a key participant.” 

Most investors echoed the sentiment expressed by Helen Jewell, international chief investment officer of fundamental equities at BlackRock, who suggested also searching outside the US for meaningful upside.

“The US is where the high-return high-growth companies are, so we have to be realistic about that. But those are already reflected in valuations, and there are probably more interesting opportunities outside the US,” she said.

International Boom

Profits matter above all else for equity investors, and huge bumps in government spending from Europe to Asia have stoked estimates for strong gains in earnings.

“We have begun to see a meaningful broadening of earnings momentum, both across market capitalizations and across regions, including Japan, Taiwan, and South Korea,” said Wellington Management equity strategist Andrew Heiskell. “Looking into 2026, we see clear potential for a revival of earnings growth in Europe and a wider range of emerging markets.”

India is one of the most compelling opportunities for 2026, according to Goldman Sachs Asset Management’s Alexandra Wilson-Elizondo, global co-head and co-chief investment officer of multi-asset solutions.

“We see real potential for India to become the Korea-like re-rating story of 2026, a market that transitions from tactical allocation to strategic core exposure in global portfolios,” she said. 

Nelson Yu, head of equities at AllianceBernstein, said he sees improvements outside of the US that will mandate allocations. He noted governance reform in Japan, capital discipline in Europe and recovering profitability in some emerging markets.

Small Cap Optimism

At the sector level, the investors are looking for AI proxies, notably among clean energy providers that can help meet the technology’s ravenous demand for power. Smaller stocks are also finding favor.

“The earnings outlook has brightened for small-capitalization stocks, industrials and financials,” said Stephen Dover, chief market strategist and head of Franklin Templeton Institute. “Small-cap stocks and industrials, which are typically more highly leveraged than the rest of the market, will see profitability rise as the Federal Reserve trims interest rates and debt servicing costs fall.”

Over at Santander Asset Management, Francisco Simón sees earnings growth of more than 20% for US small caps after years of underperformance. Reflecting the optimism, the Russell 2000 Index of such equities recently hit a record high.

Meanwhile, the combination of low valuations and strong fundamentals makes health care one of the most compelling contrarian opportunities in a bullish cycle, a preponderance of managers said.  

“Health-care related sectors can surprise to the upside in the US markets,” said Jim Caron, chief investment officer of cross-asset solutions at Morgan Stanley Investment Management. “This is a mid-term election year and policy may at the margin support many companies. Valuations are still attractive and have a lot of catch up to do.”

Virtually every allocator struck at least a note of caution about what lies ahead. The top worry among them was a rekindling of inflation in the US. If the Fed is forced by rising prices to abruptly pause or even end its easing cycle, the potential for turbulence is high.

“A scenario — which is not our base case — whereby US inflation rebounds in 2026 would constitute a double whammy for multi-asset funds as it would penalize both stocks and bonds. In this sense it would be much worse than an economic slowdown,” said Amélie Derambure, senior multi-asset portfolio manager at Amundi SA. 

“The way investors are headed for 2026, they need to have the Fed on their side,” she added.

Trade Caution

Another worry is around President Donald Trump’s capriciousness, particularly when it comes to trade. Any flareup in his trade spats that fuels inflation through heightened tariffs would weigh on risk assets. 

Oil and gas producers remain unloved by the group, though that could change if a major geopolitical event upends supply lines. While such an outcome would bolster those sectors, the overall impact would likely be negative for risk assets, they said.

“Any geopolitical situation that can affect the price of oil is what will have the largest impact on the financial markets. Clearly both the Middle East and the Ukraine/Russia situations can impact oil prices,” said Scott Wren, senior global market strategist at Wells Fargo Investment Institute.

Multiple respondents flagged European autos as a “no-go” area for 2026, citing intense competitive pressure from Chinese carmakers, margin compression and structural challenges in the transition to electric vehicles. 

“Personally I don’t believe for a minute that there will be a rebound in the sector,” said Isabelle de Gavoty at Allianz GI. 

Outside of those worries, most asset managers simply believe that there’s little reason to fret about the upward momentum being interrupted — outside, of course, from the contrarian signal such near-uniform bullishness sends.

“Everyone seems to be risk-on at the moment, and that worries me a bit in the sense that the concentration of positions creates less tolerance for adverse surprises,” said Amundi’s Derambure.  



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