UK business leaders question marketers' revenue impact

Propolis has published research showing that 76% of B2B business leaders believe marketers overstate their impact on revenue. The findings are based on a survey of 150 UK Chief Executive Officers and business leaders.

The study looks at how senior executives view marketing's contribution to commercial performance and suggests that doubts about its financial impact are affecting its standing within companies. Nearly a quarter of respondents said limited confidence in marketing's commercial contribution is restricting the function's influence in the business.

Support for spending also appears to depend on how marketers present their case to senior management. More than four in five respondents, or 83%, said they are more likely to back brand investment when marketers demonstrate commercial credibility.

Credibility gap

The research points to a wider boardroom gap between the work marketing teams do and how business leaders understand it. Among those surveyed, 88% said marketers would be more credible if they spoke the "language of business", while 83% said they would trust marketers more if they showed stronger commercial understanding.

Those figures suggest that for many senior leaders, the issue is not only whether marketing delivers results, but whether marketers can explain those results in terms that align with broader business priorities. In practice, that means linking campaigns, brand activity and customer work to the commercial objectives boards and executive teams already use to measure performance.

The findings also suggest that perception has direct consequences for the role marketing plays in strategic decisions. If senior executives are unconvinced of its commercial value, marketing may struggle to secure internal backing, defend budgets or gain a stronger voice in investment discussions.

Richard O'Connor commented on the disconnect identified in the survey.

"There's a clear disconnect here. Marketing can be creating genuine commercial value, but if senior leaders don't understand or recognise that contribution, it will struggle to secure the investment it deserves.

"Commercial credibility shouldn't mean turning marketers into salespeople or asking every marketing activity to demonstrate an immediate return. Rather, it's about understanding the wider business and being able to connect marketing decisions to commercial objectives.

"But this isn't a problem for marketers to solve alone. If Chief Executive Officers want marketing leaders to become stronger commercial partners, businesses have a responsibility to give them the access and development they need to do that. Marketers can't be expected to demonstrate their full business impact while operating in a silo." said Richard O'Connor, Chief Executive Officer, Propolis.

Boardroom pressure

The figures come at a time when marketing departments in many B2B companies face greater scrutiny over budgets and measurable returns. In that environment, the ability to frame marketing activity in commercial terms can shape whether the function is seen as a cost centre, a growth contributor or something in between.

For senior marketers, the survey highlights a persistent challenge: proving long-term value in a boardroom that often favours short-term financial evidence. Brand-building and demand generation can influence revenue over different timeframes, but executive teams may still expect a clearer link between spending and outcomes.

What stands out in the results is that respondents did not simply call for more data. Instead, many pointed to the need for stronger business fluency. That suggests the issue is as much about internal communication and organisational alignment as it is about measurement.

The survey was conducted among UK Chief Executive Officers and business leaders at B2B organisations. According to the findings, 24% said a lack of confidence in marketing's commercial impact is limiting its influence within the business, while 83% said they would be more likely to support brand investment when marketers demonstrate commercial credibility.

The strongest figure in the study was the 88% of respondents who said marketers would be more credible if they spoke the "language of business".