Marketing and finance agree marketing matters and disagree completely on what to prioritise

Marketing and finance agree that marketing matters: 90% of marketing and 89% of finance decision-makers agree it drives long-term growth, and 88% and 81% that it is essential for profitability. They disagree on priority. 48% of marketers named brand building the top company priority; it did not appear in finance's top five, which led with increasing profitability at 45%.

Source

The Effectiveness Equation - Google Market Insights EMEA, with Kantar, Nielsen, Ekimetrics, Ipsos MMA, the Behavioural Architects and WARC (2025)

Michal Protasiuk, Ahmet Bas, Jonas Christensen, Vanessa Bruns, Emily Allen and Jonny Protheroe (Google Market Insights, EMEA)

Figures 01-02, p. 8 and p. 11, The Effectiveness Equation (2025), Google/Project X Initiative/NewtonX, DE and UK, n=126 marketing and n=124 finance decision-makers, Aug 2024

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PrincipleMarketing measures itself on only one side of the profit equation StatMost organisations have no agreed definition of what marketing effectiveness means StatBrands with pricing power command roughly twice the price of brands without it StatPricing power comes from meaningful difference, not from salience CaseA UK skincare brand turned a 2% revenue increase into 7% by lowering its price elasticity first PrinciplePromotion-heavy communication raises price sensitivity; balanced brand building lowers it StatPricing power and resistance to price rises correlate strongly and measurably StatHalf of advertising's sales effect arrives after the fourth month StatMedia returns peak with roughly half to sixty per cent of the budget in brand building StatRaising brand awareness lifts short-term sales as well as long-term ones WarningWinning back share costs nearly twice what cutting the budget saved WarningEvery dark quarter costs future revenue that takes years to rebuild