Turning Last Year’s Marketing Spend into Measurable ROI in 2026

Marketing Spend in 2026

Marketing leaders are entering 2026 with a familiar challenge: budgets were spent, campaigns launched, suppliers paid, but leadership wants proof. Not impressions. Not activity. Actual business impact.

Last year’s marketing spend isn’t a sunk cost. With the right approach, it can become the foundation for smarter decisions, tighter negotiations, and measurable ROI this year.

1. Start with spend clarity

   ROI becomes measurable only when performance data is connected to how and where money was spent. Teams should understand spend by channel, supplier, and contract type. Organizations that integrate analytics and spend data are better positioned to redeploy budget effectively.

   
   

2. Separate outcomes from assumptions

   Many investments continue year over year without review. Significant portions of spend may not clearly tie to pipeline or revenue. Testing assumptions ensure investments that truly drive results are prioritized.

   
   

3. Turn supplier data into leverage

   Contracts and supplier rates often contain hidden inefficiencies. Reviewing pricing and commitments protects performance while improving ROI. Value-based cost management is more effective than blanket cuts.

   
   

4. Redefine success metrics for 2026

   Top-performing teams are shifting from vanity metrics to outcome-focused KPIs such as return on marketing investment (ROMI), conversion rates, lead quality, and customer acquisition cost [1]. Tracking efficiency and spend-to-revenue ratios enable marketing leaders to clearly demonstrate impact.

   
   

5. Make ROI a continuous process

   High-performing teams review spend and performance throughout the year, flag contracts for renegotiation early, and adjust campaigns in real time [1]. Treating ROI as ongoing rather than retrospective leads to stronger decision-making and accountability.

   
   

Putting It into Action

Using last year’s spend wisely informs smarter decisions in 2026. Teams that quantify impact not only justify budgets, they shape them.

By understanding which investments truly moved the business forward, marketing leaders can confidently reallocate resources to high-performing channels, optimize supplier relationships, and plan campaigns with measurable outcomes. This continuous cycle of evaluation and adjustment creates a culture of accountability, ensures every dollar is working harder, and positions the marketing organization as a strategic partner in driving overall business growth.

Source

[1] How Successful Marketing Teams are Optimizing Performance in 2026 (https://blog.hubspot.com/marketing/optimizing-performance-metrics)

Click here to learn more and get started today: https://info.green-cabbage.com/marketing-procurement