Marketing isn’t operating in isolation anymore. It’s expected to work hand-in-hand with sales, product, leadership and beyond – proving ROI, driving growth, and shaping the bigger picture. That’s quite a big list on the job spec if you ask us.
What the data in our Marketing Forecast shares…
- 61% say ROI is now the top measure of marketing success
- 58% are still struggling to align with sales
- Nearly half are focused on reaching new audiences – but misalignment, messy marketing technology and siloed teams are holding them back
Marketing leaders want to move from reactive to proactive – from chasing deliverables to shaping strategy.
What this means for marketers…
- Tie creative to commercial outcomes – make the link between campaigns and business goals
- Build real alignment with sales – shared goals, shared data, shared wins
- Simplify your tech – 62% want fewer tools, better used
- Map full customer journeys – not just isolated touchpoints
- Measure what matters – move beyond impressions to actual impact
The takeaway?
Strategic marketing is no longer a nice-to-have – it’s expected. The brands (and marketers) that thrive will be the ones who connect the dots across their organisations, with a clear view of what’s working and why.
