Most CEOs say they value marketing. Most don’t believe it drives commercial growth.
New research from Propolis reveals a striking disconnect at the top of UK businesses: 75% of senior leaders do not believe B2B marketing drives business growth. 84% describe marketing as a support function. 77% say sales is the bigger driver of growth. That perception gap has direct consequences for marketing’s commercial impact and its ability to earn board-level credibility.”
That perception gap has real consequences. If the board doesn’t see marketing as a commercial driver, budget becomes harder to defend, investment harder to justify, and influence harder to earn.
This report is for the marketers who need to change that.
Download the report and get the evidence, frameworks and language to prove marketing’s commercial impact at board level.
Why this matters now:
B2B marketers are under more pressure than ever to justify their seat at the table. But most reporting frameworks were built for marketing audiences, not board audiences.
The result: marketing teams present metrics that feel meaningful internally but fail to land commercially. Pipeline contribution, MQL volume, share of voice. Finance and revenue leaders hear cost, not growth.
The B2B marketing ROI credibility gap is widening. Only 45% of finance and revenue leaders say marketing can demonstrate its financial impact. That means more than half of your most important internal stakeholders are unconvinced.
This report identifies where the disconnect starts, why conventional measurement falls short, and what the most commercially credible marketing teams are doing differently.
What’s inside the report:
Based on original research with UK CEOs, senior business leaders and B2B marketing professionals, this report gives you the data and frameworks to make the commercial case for marketing at the highest level.
- The CEO perception gap – what senior leaders actually think about marketing’s contribution to growth, and why the gap persists
- Where measurement breaks down – why standard attribution and reporting models fail to convince boards and finance teams
- The language of commercial impact – how to reframe marketing performance around revenue, efficiency and risk reduction
- What leading teams do differently – practical approaches from B2B marketers who have earned strategic credibility with their boards
A framework for proving, protecting and growing investment – a structured approach to making the commercial case, not just the marketing case
Who this report is for:
This report is written for senior B2B marketers who need to prove B2B marketing’s commercial impact to a sceptical board, defend marketing investment during budget pressure, or build greater credibility with CEOs, CFOs and revenue leaders.
It is directly relevant if you are:
- A CMO or VP of Marketing navigating board-level scrutiny of marketing’s contribution
- A demand generation or brand leader needing stronger commercial justification for your programmes
- A marketing director preparing for budget reviews or strategic planning cycles
- A commercial or revenue leader looking to better align marketing with growth targets
Download the report
The evidence is clear. CEO perception of marketing as a support function is a commercial risk, and one that B2B marketers can actively address. Get the research, frameworks and language to prove marketing’s commercial impact, protect investment and earn the board credibility your team deserves.
Download The CEO Blind Spot report – free
