According to Forrester, 71% of executives indicate that demonstrating the value of marketing to the CEO, CFO, and the board will be very—or extremely—challenging during the year ahead. As the pandemic flattens marketing budgets, the pressure for more efficient and measurable marketing will demand greater collaboration between the CMO and analytics teams. Unfortunately, the challenge of proving marketing value is getting harder, not easier. We discuss many of the methods and tools for measuring marketing effectiveness in 2022, including pipeline analysis, research-based approaches, MMM, and MTA. We also focus on several thorny problems, including upper funnel “System 1” measurement, the impact of privacy restrictions on digital attribution, measuring earned media, and choosing advertising investments in a low-supply environment.