Also, though we have noted the importance of C-suite alignment at the beginning of this sub-chapter, our survey shows only about half of Europe’s CMOs (strongly) agree that regular collaboration with the CFO takes place. 26 Implementing such exchanges on MROI metrics and strategic priorities, among other issues, can be mutually beneficial. On the one hand, it may provide greater legitimacy for the impact of marketing and help to secure more budget while, on the other, making sure that marketing drives those initiatives that really matter to the whole C-suite. 26 Question: “To what extent do you agree that the following conditions currently exist in your company? We have collaboration between our CFO and CMO, ensuring alignment on marketing KPIs and a shared understanding of MROI and long-term growth,” State of Marketing Europe Report 2026, McKinsey, n = 500 senior marketing leaders across France, Germany, Italy, Spain, and the United Kingdom. Exhibit 14 Centralization of marketing activities,¹ % of respondents 1 Question: Which of the following marketing activities are centralized (primarily decided or managed at the corporate/headquarters level) in your company? Source: State of Marketing Europe Report 2026, McKinsey, n = 500 senior marketing leaders across France, Germany, Italy, Spain, and the United Kingdom Budget decisions, brand positioning strategy, MROI measurement, and brand design creation are centralized in most organizations. McKinsey & Company Campaign execution and implementation 100 Brand design creation KPI determination for marketing performance Brand positioning strategy Marketing/advertising budget decisions Content creation Media planning and buying Market research Marketing performance reporting Marketing ROI measurement 55 57 57 70 77 23 26 37 48 53 33 State of Marketing Europe 2026