Why the Community Index Matters to You
The Propolis Index 2025 gives one of the clearest pictures yet of the pressure facing B2B marketing teams. The findings show that marketers are being asked to deliver more revenue impact with only modest increases in resources. On average, marketing is now expected to generate 40% of company revenue, while budgets remain at just 5% of revenue targets. For marketers, this imbalance means bigger expectations, tighter timelines, and less room to focus on long-term growth.
Short-Term Pressure is Rising
Marketers will recognize the story in these numbers. More budget sounds positive on paper, but in reality, it comes with higher revenue targets and the demand to show immediate ROI. That pressure is driving short-term activity, with a heavy focus on demand generation. At the same time, retention is slipping. The Index reports that customer retention rates have dropped from over 90% two years ago to 70% this year. For marketing leaders, this trend underlines the need to balance new business acquisition with investment in customer relationships.
Technology and AI are Shaping Spend
Another key takeaway is how marketing budgets are shifting. Technology now accounts for nearly a quarter of total spend. With digital-first buying journeys and the rapid rise of AI tools, marketers must position technology investment as a growth driver. The marketers who can link tech adoption directly to revenue outcomes will strengthen their influence at the board level and secure continued support for innovation.
Agencies as Strategic Partners
The Propolis Index also shows how agencies are being used more widely. From demand generation and content creation to research and social media, agencies are stepping into roles that go beyond campaign delivery. For marketers, this means deciding where external expertise brings the most value, while ensuring that core strategic skills like account-based marketing and customer insight remain strong in-house.
The Path Forward: Becoming a Commercial Marketer
The most important message from the Index is clear. To succeed in this environment, marketers need to think and act as commercial marketers. This means connecting marketing activity to business priorities, building financial acumen, and showing how every investment supports growth. For individuals, these skills open the door to greater influence within their organizations and long-term career success.
Turning Pressure into Opportunity
The Propolis Index 2025 shows that the demands on B2B marketers are real, but it also points to a way forward. By balancing short-term targets with long-term brand building, using technology to unlock new value, and developing the skills of a commercial marketer, teams can turn today’s pressure into tomorrow’s advantage.
