ISG Launches Marketing Advisory Practice to Turn Marketing Investment into Business Value
Business Wire•06/10/2026•10:00 ET
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Key Highlights
- ➤ISG launches Marketing Advisory practice targeting measurable marketing ROI and business value
- ➤56% of surveyed marketing leaders identify revenue growth as an AI initiative priority
- ➤Marketing profit, cost savings and revenue results underperformed expectations by double digits
- ➤Global cosmetics company achieved 45% marketing-services savings in ISG-advised transformation
- ➤ISG influences more than $200 billion in technology spend annually
Expert Statements
Kaveri Camire, Partner, ISG Marketing Advisory
“The role of the Chief Marketing Officer is entering a new era of enterprise influence.”
Kaveri Camire, Partner, ISG Marketing Advisory
“Brand, customer engagement and demand generation remain essential, but AI is rapidly expanding both the capabilities and the complexity of marketing. At the same time, CEOs, CFOs and boards increasingly expect marketing leaders to demonstrate a direct contribution to revenue, profitability and growth.”
Kaveri Camire, Partner, ISG Marketing Advisory
“More than one-third of marketers say time saved through AI has not directly translated into savings or value for the enterprise.”
Kaveri Camire, Partner, ISG Marketing Advisory
“The next challenge for marketing leaders is to turn AI-driven efficiency and performance into measurable growth and ROI.”
Kaveri Camire, Partner, ISG Marketing Advisory
“Marketing leaders are managing increasingly complex portfolios of technology, agencies, service providers, data and talent, often through outdated ways of working.”
Kaveri Camire, Partner, ISG Marketing Advisory
“Without a modern operating model to orchestrate these resources, greater investment can simply create greater complexity. We are working with marketing leaders to shape the next generation of their organizations and to strengthen the contribution marketing makes to profitable enterprise growth.”
ISG Launches Marketing Advisory Practice to Turn Marketing Investment into Business Value
New ISG research finds revenue and profit are top priorities for marketers, but returns lag expectations
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