How CMOs Use Zero Based Budgeting to Maximize ROI

Zero-based budgeting is transforming how marketing leaders allocate resources in 2026. In this episode, Lucas and Luna unpack how CMOs are adopting the finance-originated discipline to justify every marketing dollar from scratch. They explore a case study from a major CPG company that slashed waste by 20% without sacrificing brand equity, and debate the tension between short-term efficiency and long-term brand building. Plus, they share practical advice for presenters facing skeptical CFOs. If you're a marketer trying to do more with less, this conversation will give you a framework for defending your budget with data. #ZeroBasedBudgeting #MarketingROI #CMO #Budgeting #MarketingStrategy #Efficiency #CPG #BrandBuilding #Finance #BudgetDefense #MarketingLeadership #Podcast #FexingoBusiness #BusinessPodcast #CMOTips #ROI #DataDriven #MarketingMix Keep every episode free: buymeacoffee.com/fexingo