South Africa, Nov. 17 -- Instead of guessing, teams can base decisions on what's already proven to drive attention and sales.

This is because marketing budgets aren't bouncing back. They're tightening.

Gartner's latest CMO Spend Survey shows budgets have flatlined at 7.7% of company revenue, the same level as last year.

Every rand now needs to prove its value.

Competitor intelligence

"You can't outspend competitors in 2026, but you can outlearn them," says Joe Hamman, director at Novus Group.

"That's what competitor intelligence does. It helps teams see where others are winning attention, so you can move faster, spend smarter, and plan with confidence."

Media monitoring isn't just about tracking mentions or managing crises anymore....