Smartsheet Pulse of Marketing Report Shows Marketing Teams Rethinking How to Demonstrate Business Impact
Smartsheet has released its 2025 Pulse of Marketing Report, surveying over 1,200 marketing and creative professionals in the US. The study reveals that over 80% of professionals feel increased pressure to prove their business impact, with 60% noting intensified pressure over the past year.
Key findings show that 94% of marketing professionals face challenges in demonstrating business impact, and 87% believe better technology would enhance efficiency. The report highlights that professionals lose approximately 7.3 hours per week switching between tools. However, AI implementation is showing promising results, with marketing professionals saving over nine hours per week on average.
The study also reveals that only 51% of respondents believe marketing teams are viewed as strategic partners within their organizations, emphasizing the need for better visibility and reporting tools.
Smartsheet ha pubblicato il suo Rapporto Pulse of Marketing 2025, intervistando oltre 1.200 professionisti del marketing e della creatività negli Stati Uniti. Lo studio rivela che oltre l'80% dei professionisti sente una pressione crescente nel dimostrare il proprio impatto sul business, con il 60% che nota una pressione intensificata nell'ultimo anno.
I risultati chiave mostrano che il 94% dei professionisti del marketing affronta sfide nel dimostrare l'impatto aziendale, e l'87% crede che una tecnologia migliore migliorerebbe l'efficienza. Il rapporto evidenzia che i professionisti perdono circa 7,3 ore a settimana nel passare da un tool all'altro. Tuttavia, l'implementazione dell'IA sta mostrando risultati promettenti, con i professionisti del marketing che risparmiano in media più di nove ore a settimana.
Lo studio rivela anche che solo il 51% degli intervistati ritiene che i team di marketing siano considerati partner strategici all'interno delle loro organizzazioni, sottolineando la necessità di migliori strumenti di visibilità e reporting.
Smartsheet ha lanzado su Informe Pulse of Marketing 2025, encuestando a más de 1.200 profesionales de marketing y creativos en EE. UU. El estudio revela que más del 80% de los profesionales sienten una presión creciente para demostrar su impacto en el negocio, y el 60% nota una presión intensificada en el último año.
Los hallazgos clave muestran que el 94% de los profesionales de marketing enfrenta desafíos para demostrar el impacto comercial, y el 87% cree que una mejor tecnología mejoraría la eficiencia. El informe destaca que los profesionales pierden aproximadamente 7,3 horas a la semana al cambiar entre herramientas. Sin embargo, la implementación de IA está mostrando resultados prometedores, con los profesionales de marketing ahorrando más de nueve horas a la semana en promedio.
El estudio también revela que solo el 51% de los encuestados cree que los equipos de marketing son vistos como socios estratégicos dentro de sus organizaciones, enfatizando la necesidad de mejores herramientas de visibilidad e informes.
Smartsheet는 2025년 마케팅 보고서를 발표하며 미국 내 1,200명 이상의 마케팅 및 창의 직종 전문가를 조사했습니다. 연구 결과 80% 이상의 전문가가 비즈니스 성과를 증명해야 하는 압박감을 느끼고 있으며, 60%는 지난 1년 동안 더욱 심한 압박을 느꼈다고 보고했습니다.
핵심 결과는 94%의 마케팅 전문가가 비즈니스 성과를 입증하는 데 어려움을 겪고 있으며, 87%는 더 나은 기술이 효율성을 높일 것이라고 믿고 있다는 점입니다. 이 보고서는 전문가들이 도구 간 전환에 매주 약 7.3시간을 잃고 있다고 강조합니다. 그러나 AI 구현은 유망한 결과를 보이고 있으며, 마케팅 전문가는 평균적으로 주당 9시간 이상을 절약하고 있습니다.
연구는 응답자의 51%만이 마케팅 팀이 조직 내에서 전략적 파트너로 인식되고 있다고 믿고 있으며, 이는 더 나은 가시성 및 보고 도구의 필요성을 강조합니다.
Smartsheet a publié son Rapport Pulse of Marketing 2025, en interrogeant plus de 1.200 professionnels du marketing et de la création aux États-Unis. L'étude révèle que plus de 80% des professionnels ressentent une pression accrue pour prouver leur impact sur le business, et 60% notent une pression intensifiée au cours de l'année écoulée.
Les résultats clés montrent que 94% des professionnels du marketing font face à des défis pour démontrer l'impact commercial, et 87% croient qu'une meilleure technologie améliorerait l'efficacité. Le rapport souligne que les professionnels perdent environ 7,3 heures par semaine à passer d'un outil à l'autre. Cependant, l'implémentation de l'IA montre des résultats prometteurs, les professionnels du marketing économisant en moyenne plus de neuf heures par semaine.
L'étude révèle également que seulement 51% des répondants pensent que les équipes marketing sont perçues comme des partenaires stratégiques au sein de leurs organisations, soulignant le besoin de meilleurs outils de visibilité et de reporting.
Smartsheet hat seinen Pulse of Marketing Bericht 2025 veröffentlicht und über 1.200 Marketing- und Kreativprofis in den USA befragt. Die Studie zeigt, dass über 80% der Fachleute einen zunehmenden Druck verspüren, ihren geschäftlichen Einfluss zu beweisen, wobei 60% in den letzten Jahr einen intensiveren Druck festgestellt haben.
Wichtige Erkenntnisse zeigen, dass 94% der Marketingprofis Schwierigkeiten haben, den Geschäftseinfluss nachzuweisen, und 87% glauben, dass bessere Technologie die Effizienz steigern könnte. Der Bericht hebt hervor, dass Fachleute wöchentlich etwa 7,3 Stunden mit dem Wechsel zwischen verschiedenen Tools verlieren. Die Implementierung von KI zeigt jedoch vielversprechende Ergebnisse, da Marketingprofis im Durchschnitt über neun Stunden pro Woche einsparen.
Die Studie zeigt außerdem, dass nur 51% der Befragten glauben, dass Marketingteams innerhalb ihrer Organisationen als strategische Partner angesehen werden, was die Notwendigkeit besserer Sichtbarkeits- und Berichtstools unterstreicht.
- AI implementation saves marketing professionals over 9 hours per week on average
- 84% of professionals save 5+ hours weekly using AI
- 57% correlation between having right information access and being viewed as strategic partners
- 94% of marketing professionals struggle to demonstrate business impact
- 72% of respondents lose 7.3 hours weekly switching between tools
- Only 51% of marketing teams are viewed as strategic partners
- 53% lack visibility into necessary information for decision-making
Pressure increasing for marketing and creative professionals to show ROI; tools like AI and project management platforms increase agility and help demonstrate value
Smartsheet Pulse of Marketing Report (Graphic: Business Wire)
"Today’s marketing and creative teams often struggle to provide tangible evidence of their strategic value and business impact,” said John Newall, SVP, Marketing, Smartsheet. “The Pulse of Marketing Report underscores the importance of leveraging the right tools and technologies, such as AI and collaborative work management platforms, to help marketing and creative teams stay aligned regardless of project complexity or workforce distribution. It also emphasizes how critical it is to use these same technologies to provide a richer, more accurate view of these teams’ influence on business outcomes and profitability.”
Key insights from the report include:
1. Marketers and creatives are under pressure to demonstrate business impact
-
Over
80% of professionals surveyed feel increased pressure to prove the business impact of their work, with60% noting this pressure has intensified over the past year. -
More than three-quarters (
78% ) of respondents feel they must prove they add value to their organizations more than peers in other departments or roles. -
Approximately half (
51% ) of survey respondents believe marketing teams are viewed as strategic partners within their organizations, underscoring the need for better visibility and reporting.
2. Marketers struggle to demonstrate their personal business impact
-
Nearly all (
94% ) marketing and creative professionals surveyed face challenges when demonstrating the business impact of their work. -
Nearly all respondents (
95% ) face challenges in making business decisions, with over half (53% ) lacking visibility into necessary information. -
The report shows that access to high-quality data significantly boosts team efficacy and reputation. A strong correlation (
57% ) exists between employees who always have the right information and those who see the marketing team as a strategic partner.
3. Marketing teams want access to better tools
-
The report highlights the need for better tools and standardized processes, with
87% of professionals believing improved technology would enhance efficiency and ability to show impact. -
Nearly
72% of respondents switch between tools, losing an average of 7.3 hours per week, making it hard to prove their impact. -
Smartsheet research shows AI can boost productivity, with marketing and creative professionals saving over nine hours per week on average. Most (
84% ) save about five or more hours weekly using AI, including30% who save over 10 hours.
“As a career marketer, I can attest to the increasing pressure to show ROI,” said Courtney Finger, Principal, Product Marketing Operations, Conga. “Work management tools like Smartsheet have empowered us to create visibility into the critical results our marketing team drives. The platform has been a game-changer, streamlining our project management processes and enhancing collaboration. By leveraging these tools, we can clearly demonstrate ROI through real-time data and analytics, ensuring every decision is backed by solid evidence and measurable outcomes."
Harnessing Hurdles
The research uncovered several strategies that could help marketers and creatives show their value, including:
- Proving impact is challenging, but technology can help. Technology, particularly AI and project management tools, offers a solution by streamlining workflows, improving efficiency and enabling teams to demonstrate their strategic value better.
- Standardized processes and visibility are crucial. Improved processes and visibility into project and campaign data enable better decision-making and make it easier to demonstrate impact.
To learn more about this research and connect with other marketing and creative professionals, Smartsheet will sponsor a webinar with AdWeek on Tuesday, January 28 at 1 p.m. ET. To attend, register here.
To read the Smartsheet 2025 Pulse of Marketing Report, click here.
About Smartsheet
Smartsheet is the modern enterprise work management platform trusted by millions of people at companies across the globe, including over
Report Methodology
Marketing and creative professionals were invited to participate in an online survey. A total of 1,242 qualified individuals with job responsibilities for marketing, creative or creative operations at companies with more than 200 employees in
View source version on businesswire.com: https://www.businesswire.com/news/home/20250123481953/en/
Media Contact
Lisa Henthorn
pr@smartsheet.com
Source: Smartsheet
FAQ
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