CEOs doubt B2B marketing drives growth

A recent survey found that most CEOs and senior business leaders in the UK do not believe that marketing drives business growth.

Instead, they see marketing as a support function rather than a commercial growth driver.

This perception is influenced by how companies measure success, with sales often getting more credit for growth.

The survey also suggests that increasing investment in AI and innovation could further reduce marketing's influence at the board level.

Experts argue that marketing's contribution is often less visible because it happens long before revenue is generated, making it harder to track its impact.