Marketers and CFOs disagree by 28 points about whether marketing drives long-term growth
StatBrand Strategy
63% of marketers agree that marketing drives long-term growth. Among CFOs the figure is 35%. Kantar calls this the credibility gap, and it is the reason marketers are asked to prove their budgets rather than plan them.
Source
10 Charts to Make You a More Effective Marketer, 2026 Edition - Kantar UK Marketing Effectiveness Practice (2026)
Kantar UK Marketing Effectiveness Practice; foreword by Simon Atherley, Head of Marketing Effectiveness
p. 2, 10 Charts to Make You a More Effective Marketer 2026 (Kantar UK), citing Google/Kantar, UK, FR, DE, n=476
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