Latest / The CMO Podcast with Fexingo: Marketing Leadership, Budgets, and Executive Strategy
How CMOs Are Killing The Zero-Based Budget
In this episode, we dissect why the zero-based budgeting model is collapsing under the weight of modern marketing complexity. We look at the specific case of a mid-cap consumer goods company that abandoned ZBB to fund experimental AI tools and creator partnerships, resulting in a measurable lift in customer acquisition cost efficiency. Lucas and Luna break down the operational friction that makes traditional budget auditing impossible for agile teams, and explore the alternative framework: value-based allocation tied directly to unit economics rather than historical spend.
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The skinny
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