Welcome to The Forecast.

Explore insights, ideas and opportunities from the front line of business growth and see how you compare.

Featuring insights from brands such as

Here are the headlines if you only have a few minutes.

4in10

would put extra money into brand and comms first. It’s the budget leaders protect.

1in4

would cut sustainability first if budgets fell, even though 40% call it a priority.

6in10

predictions mention AI. But only 1 in 5 leaders say it shapes how decisions are made.

74%

of leaders with a clearly aligned brand story feel confident about growth.

62%

name revenue and new business targets as a top pressure.

64%

who feel confident about growth expect to invest more in marketing and sales

You’re in good company.

Built on the views of people working at household names, the third sector, government, education, and global organisations.

0Business Leaders

0Sectors

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Marketing doesn’t drive growth on its own anymore.

Delivered by the team at Carswell Gould, growth consultants who work on these pressures every day. We read every prediction, looked for the patterns behind the percentages and were careful not to claim more than the evidence shows. Then a specialist set out how to act on each area, even through tight budgets and uncertainty.

Ed Gould presenting the Forecast findings beside a large screen at The Marketing Meetup in Southampton

Get closer to The Forecast data and routes to success by booking a team briefing with our growth leads.

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Ed Gould smiling in front of the presentation screen

The audience at The Marketing Meetup

Photos: Iggy and Lime.

A few key findings.

Money is the most common worry. But, the one that hurts confidence is direction.

Leaders who say their business is short on direction are half as likely to be confident in the decisions being made.

53%Budget pressure

49%Economic uncertainty

35%Proving value and ROI

27%Competing internal priorities

24%Lack of clear direction

The one that hurts confidence most

The leaders who feel most in control of what’s coming share one thing: an aligned story that everyone in the business can tell.

“

Trust will become the most valuable differentiator.

”

Get your story straight, confidence follows.

7x

Leaders with a clear brand story are seven times more likely to be confident in the decisions being made.

Confident in the decisions being made, by how clear the brand story is

Closely aligned

8 in 10

Partly aligned

3 in 10

Out of place

1 in 10

Should you pack an umbrella?

Now it’s your turn. In five minutes you can make your own Forecast and see how you compare to other growth leaders.

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