Marketing used to be about campaigns, content, and comms. Now? It’s about collaboration, commercial impact, and real business growth. In The Marketing Forecast 2025, over 200 marketing leaders told us loud and clear: the days of marketing operating in a silo are over.
Marketing’s remit is expanding
Today’s marketers aren’t just creating campaigns – they’re shaping strategy, driving revenue, and working hand-in-hand with sales, product, and leadership teams. The goal? Real alignment, shared wins, and sustainable growth. But, here’s the catch: it’s easier said than done. The challenges we heard about:
- Sales and marketing still struggle to align
- Customer experience isn’t always joined up
- Leadership often sees marketing as a cost centre, not a growth driver
So, what needs to change?
Marketers need to step beyond their usual bubble – and bring others with them. That means:
- Getting sales involved early and often
- Sharing customer insight across departments
- Linking brand and strategy, not treating them as separate jobs
The takeaway?
Marketing on its own can’t drive real growth. But marketing as a collaborative, strategic partner across the business? That’s where the magic happens.
Get the full Forecast for more insight into what’s changing – and how to get ahead of it.
