3 ways marketing leaders can prove that marketing is a growth engine in 2025

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class="article__header__author__name__title"> Senior Editor </span> </h4> <p class="article__font article__header__author__time"> February 11, 2025 <span>|</span> 8 min read </p> </div> </div> <div class="article__header__author__sponsor"> <div class="article__header__author__sponsor__popup__wrapper"> <h4 class="article__font article__header__author__sponsor__name">Sponsored by:</h4> <p class="article__font article__header__author__sponsor__claim"> <a href="#" class="article__header__author__sponsor__popup__toggle">What's this?</a> </p> <div class="article__header__author__sponsor__popup"> <div class="article__header__author__sponsor__popup__close article__header__author__sponsor__popup__toggle"></div> <p class="article__font article__header__author__sponsor__popup__text">Sponsored content is created for and in partnership with an advertiser and produced by the Drum Studios team.</p> <a href="/media-solutions" class="article__font article__header__author__sponsor__popup__link">Find out 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</h4> </div> </div> </div> <div id="articleMainBody" class="article__data"> <p>If 2024 was the year of uncertainty and an <a href="https://www.thedrum.com/news/2024/02/13/how-can-marketing-leaders-seize-ai-scale-get-the-edge">inflection point for marketing</a>, 2025 is shaping up to be the year marketers fight back and <a href="https://www.thedrum.com/news/2024/10/09/how-cmos-can-master-marketing-metrics-the-language-the-c-suite">command boardroom influence</a>. Yet, soon-to-be released research from Google shows a divide between marketing and finance: 63% of marketing decision-makers strongly believe they’re driving long-term business growth, compared to only 35% of finance decision-makers. </p><div id='articleContentBlock' class='freewall-content'><p>While some forecasts paint a cautious picture of marketing budgets – Gartner has called it “anaemic”, while the IPA remains optimistic – one thing’s clear: marketers can’t afford to be seen as a cost center. 2025 is the year to prove that marketing can be a growth engine. </p><p>Speaking at The Drum Predictions 2025, Google’s measurement and effectiveness lead Dimi Mitev previewed findings from <a href="https://services.google.com/fh/files/misc/the_effectiveness_equation_report_final.pdf" target="_blank">The Effectiveness Equation</a> research and outlined three behaviors that consistently underpin marketing effectiveness.</p><div class="td-miso td-miso--v2 td-miso--explore" data-guid="article--355122"> <div class="td-miso__explore"> <h4 class="td-miso__explore__title">Want to go deeper? Ask The Drum</h4> <miso-explore logo="false"> <miso-related-questions></miso-related-questions> </miso-explore> </div> </div> <h2><strong>1. Measuring what matters – make sure everyone agrees</strong></h2><p>Despite the emphasis on marketing effectiveness, a 2023 study from Google and Kantar found that only 40% of decision-makers believe their business has a clear marketing effectiveness goal, and just 20% have an agreed-upon measurement framework. This misalignment makes it nearly impossible for marketing to prove its long-term impact.</p><p>“This should be the starting point of any measurement strategy – to ensure the right data, metrics and tools are in place to prove the effectiveness of the marketing investment, while taking account of everything else happening in a world that doesn’t stand still,” says Sarah Stallwood, head of analytics at Omnicom Media Group UK. “Once you understand these dynamics, how can you use them as levers to make a difference? What is the ‘so what’ of the insights?”</p><p>“Clearly defining those KPIs is really important, as well as a rigorous approach to taxonomy to ensure your inputs and outputs can be clearly mapped to media channels and campaign types,” adds Jennifer Carey, head of media and effectiveness at Channel 4. “We also need to have a learning agenda that is asking the key questions we believe will drive our effectiveness and efficiency forward, and then select the methodology that will get us closest to the answer.”</p><p>To start, marketers must align KPIs with business and finance metrics and integrate measurement into campaigns from the outset. It’s about asking the right questions, selecting the right tools, and ensuring a process exists to act on insights.</p><h2><strong>2. Building your brand – play the long game </strong></h2><p>Marketers love quick wins, but Google’s data reveals that over 50% of a campaign’s sales impact happens between the fifth and twenty-fourth month post-launch, but those rarely get tracked and reported. In other words, marketers don’t get recognition for half of the impact they bring.</p><p>This is particularly crucial for businesses where purchase cycles stretch across months or years. As Stallwood points out, “If you’re selling insurance, your customer may not be in-market for six months. Long-term brand investment ensures you’re top-of-mind when they are.”</p><p>At Channel 4, long-term brand affinity is a priority. With streaming competition fiercer than ever, Carey’s team focuses not just on driving immediate show viewership but on sustained platform loyalty. This strategy includes a sophisticated mix of agile marketing mix modeling (MMM) and brand tracking to ensure every investment pays off, now and in the future.</p><p>The key takeaway here? The real value of brand-building unfolds over time. Short-term wins may drive quick results, but sustained investment in brand equity ensures resilience and long-term profitability.</p><div class="center advert-container advert-container--image"> <div id="DFP_Drum_InArticle_Interscroller-container" class="interscroller-wrapper" data-refresh-when-visible="true"> <div class="interscroller-bg-wrapper"> <div class="interscroller-bg advert--stickToNav"> <div id="DFP_Drum_InArticle_Interscroller" class="advert advert-mpu margin--left--1 margin--right--1"></div> </div> </div> </div> </div> <div class="center advert-container advert-container--video advert-container--surface-medium"> <p class="advert__claim">Advertisement</p> <div id="DFP_video_outstream" class="advert advert--video advert--video--outstream"></div> </div> <h2><strong>3. Driving business alignment – translate marketing speak into boardroom speak</strong> </h2><p>Marketing effectiveness isn’t just about having the right insights – it’s about making sure decision-makers understand them. Google’s research found that while brand-building is the top priority for CMOs, it doesn’t even rank in the top five for CFOs. Yet both agree on the importance of long-term growth.</p><p>This disconnect can be a major hurdle in securing sustained investment. “If the business’ wider goals are not the same as yours, [key stakeholders] won’t be incentivized to go too deep, understand or action even your most groundbreaking findings,” says Mitev. </p><p>Carey’s solution? Consistency, simplicity, and transparency, stressing the importance of regular updates, distilling complex insights into clear, actionable takeaways that finance teams can understand. “Keep it simple, keep it relevant, and keep showing up,” she advises. “Little and often is better than popping up once a year with a big jazz hands display and load of charts.”</p><p>“We find that it all comes from a point of trust,” adds Stallwood. “Strong marketing strategies are built on a lot of data and it is true that the outcomes are only as good as the data. The more open we are, the less doubt or nervousness there will be in using the results. So if a CFO asks to get their hands dirty in the models, we fully embrace that!”</p><p>Bridging the gap between marketing and finance is key. Clear communication, frequent engagement, and transparency ensure marketing is seen as an investment rather than a cost.</p><h2><strong>The 2025 outlook: a shift in mindset and measurement</strong></h2><p>Looking ahead, our panelists expect three major shifts in marketing for 2025:</p><ul> <li>Growth in non-traditional marketing channels – influencer partnerships and creator-led content will bring fresh measurement challenges for marketers to crack.</li> <li>A surge in data clean-up efforts – data teams within brands will focus on ensuring data is accurate, relevant and accessible, enabling robust measurement.</li> <li>An industry-wide push to simplify cross-channel measurement – agencies and platforms will respond to advertisers’ call for clear frameworks/roadmaps/guidance on building their measurement muscle from basic to advanced, in a structured and coherent way.</li></ul><p>The bottom line? Marketing’s role as a growth engine is undeniable – but only if we prove it. That means establishing durable measurement foundations, investing in long-term brand equity, and bridging the gap between marketing and finance. </p><p>With the right approach, 2025 could be the year marketing earns its seat at the boardroom table – not as a cost, but as an investment that delivers long-term, sustainable business impact.</p><p><strong>Catch up on the full discussion at The Drum Predictions 2025 event in the video above and check out The Effectiveness Equation report, <a href="https://services.google.com/fh/files/misc/the_effectiveness_equation_report_final.pdf" target="_blank">here</a>.</strong></p><div class="center advert-container advert-container--video advert-container--surface-medium"> <p class="advert__claim">Advertisement</p> <div id="DFP_video_inArticle_1" class="advert advert--video advert--video--outstream"></div> </div> <div class="articleNewsletter"> <div class="articleNewsletter__title__block"> <h4 class="article__font articleNewsletter__title__text">Suggested newsletters for you</h4> <span class="articleNewsletter__title__line"></span> </div> <div class="articleNewsletter__items"> <div class="articleNewsletter__items__block"> <a href="https://beat.thedrum.com/l/226242/2022-05-11/q96b2" class="articleNewsletter__items__button"></a> <h4 class="article__font articleNewsletter__items__title">Daily Briefing</h4> <h4 class="article__font articleNewsletter__items__date">Daily</h4> <p class="article__font articleNewsletter__items__text">Catch up on the most important stories of the day, curated by our editorial team.</p> </div> <div class="articleNewsletter__items__block"> <a href="https://beat.thedrum.com/l/226242/2022-05-11/q97c2" class="articleNewsletter__items__button"></a> <h4 class="article__font articleNewsletter__items__title">Weekly Marketing</h4> <h4 class="article__font articleNewsletter__items__date">Friday</h4> <p class="article__font articleNewsletter__items__text">Stay up to date with a curated digest of the most important marketing stories and expert insights from our global team.</p> </div> <div class="articleNewsletter__items__block"> <a href="https://beat.thedrum.com/l/226242/2023-09-14/v21b5" class="articleNewsletter__items__button"></a> <h4 class="article__font articleNewsletter__items__title">The Drum Insider</h4> <h4 class="article__font articleNewsletter__items__date">Once a month</h4> <p class="article__font articleNewsletter__items__text">Learn how to pitch to our editors and get published on The Drum.</p> </div> </div> </div> </div> </div> <div class="article__header__tags"> <a href="/media" class="article__header__tags__item" data-guid="t--8">Media</a> <a href="/topics/measurement-roi" class="article__header__tags__item" data-guid="t--163120">Measurement & ROI</a> </div> <div class="articleSponsored"> <div class="articleSponsored__title"> <h4 class="article__font article__fontarticleSponsored__title__text"> Content created with: </h4> </div> <div class="articleSponsored__content"> <div class=" articleSponsored__image"> <div class=""> <figure class="photo "> <img class="" srcset="https://thedrum-media.imgix.net/thedrum-user-assets-prod/s3/images/original/google_logo1535553641.png?w=88&ar=default&fit=crop&crop=faces&auto=format&dpr=1 1x, https://thedrum-media.imgix.net/thedrum-user-assets-prod/s3/images/original/google_logo1535553641.png?w=88&ar=default&fit=crop&crop=faces&auto=format&q=40&dpr=2 2x, https://thedrum-media.imgix.net/thedrum-user-assets-prod/s3/images/original/google_logo1535553641.png?w=88&ar=default&fit=crop&crop=faces&auto=format&q=20&dpr=3 3x" src="https://thedrum-media.imgix.net/thedrum-user-assets-prod/s3/images/original/google_logo1535553641.png?w=88&ar=default&fit=crop&crop=faces&auto=format" loading="lazy" alt="" title="" /> </figure> </div> </div> <div class="articleSponsored__data"> <p class="article__font articleSponsored__data__title "> Google </p> <p class="article__font articleSponsored__data__text"> Google is committed to helping businesses thrive in a privacy-first world. 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Yet, soon-to-be released research from Google shows a divide between marketing and finance: 63% of marketing decision-makers strongly believe they\u2019re driving long-term business growth, compared to only 35% of finance decision-makers. While some forecasts paint a cautious picture of marketing budgets \u2013 Gartner has called it \u201canaemic\u201d, while the IPA remains optimistic \u2013 one thing\u2019s clear: marketers can\u2019t afford to be seen as a cost center. 2025 is the year to prove that marketing can be a growth engine. Speaking at The Drum Predictions 2025, Google\u2019s measurement and effectiveness lead Dimi Mitev previewed findings from The Effectiveness Equation research and outlined three behaviors that consistently underpin marketing effectiveness.1. Measuring what matters \u2013 make sure everyone agreesDespite the emphasis on marketing effectiveness, a 2023 study from Google and Kantar found that only 40% of decision-makers believe their business has a clear marketing effectiveness goal, and just 20% have an agreed-upon measurement framework. This misalignment makes it nearly impossible for marketing to prove its long-term impact.\u201cThis should be the starting point of any measurement strategy \u2013 to ensure the right data, metrics and tools are in place to prove the effectiveness of the marketing investment, while taking account of everything else happening in a world that doesn\u2019t stand still,\u201d says Sarah Stallwood, head of analytics at Omnicom Media Group UK. \u201cOnce you understand these dynamics, how can you use them as levers to make a difference? What is the \u2018so what\u2019 of the insights?\u201d\u201cClearly defining those KPIs is really important, as well as a rigorous approach to taxonomy to ensure your inputs and outputs can be clearly mapped to media channels and campaign types,\u201d adds Jennifer Carey, head of media and effectiveness at Channel 4. \u201cWe also need to have a learning agenda that is asking the key questions we believe will drive our effectiveness and efficiency forward, and then select the methodology that will get us closest to the answer.\u201dTo start, marketers must align KPIs with business and finance metrics and integrate measurement into campaigns from the outset. It\u2019s about asking the right questions, selecting the right tools, and ensuring a process exists to act on insights.2. Building your brand \u2013 play the long game Marketers love quick wins, but Google\u2019s data reveals that over 50% of a campaign\u2019s sales impact happens between the fifth and twenty-fourth month post-launch, but those rarely get tracked and reported. In other words, marketers don\u2019t get recognition for half of the impact they bring.This is particularly crucial for businesses where purchase cycles stretch across months or years. As Stallwood points out, \u201cIf you\u2019re selling insurance, your customer may not be in-market for six months. Long-term brand investment ensures you\u2019re top-of-mind when they are.\u201dAt Channel 4, long-term brand affinity is a priority. With streaming competition fiercer than ever, Carey\u2019s team focuses not just on driving immediate show viewership but on sustained platform loyalty. This strategy includes a sophisticated mix of agile marketing mix modeling (MMM) and brand tracking to ensure every investment pays off, now and in the future.The key takeaway here? The real value of brand-building unfolds over time. Short-term wins may drive quick results, but sustained investment in brand equity ensures resilience and long-term profitability.3. Driving business alignment \u2013 translate marketing speak into boardroom speak Marketing effectiveness isn\u2019t just about having the right insights \u2013 it\u2019s about making sure decision-makers understand them. Google\u2019s research found that while brand-building is the top priority for CMOs, it doesn\u2019t even rank in the top five for CFOs. Yet both agree on the importance of long-term growth.This disconnect can be a major hurdle in securing sustained investment. \u201cIf the business\u2019 wider goals are not the same as yours, [key stakeholders] won\u2019t be incentivized to go too deep, understand or action even your most groundbreaking findings,\u201d says Mitev. Carey\u2019s solution? Consistency, simplicity, and transparency, stressing the importance of regular updates, distilling complex insights into clear, actionable takeaways that finance teams can understand. \u201cKeep it simple, keep it relevant, and keep showing up,\u201d she advises. \u201cLittle and often is better than popping up once a year with a big jazz hands display and load of charts.\u201d\u201cWe find that it all comes from a point of trust,\u201d adds Stallwood. \u201cStrong marketing strategies are built on a lot of data and it is true that the outcomes are only as good as the data. The more open we are, the less doubt or nervousness there will be in using the results. So if a CFO asks to get their hands dirty in the models, we fully embrace that!\u201dBridging the gap between marketing and finance is key. Clear communication, frequent engagement, and transparency ensure marketing is seen as an investment rather than a cost.The 2025 outlook: a shift in mindset and measurementLooking ahead, our panelists expect three major shifts in marketing for 2025:\tGrowth in non-traditional marketing channels \u2013 influencer partnerships and creator-led content will bring fresh measurement challenges for marketers to crack.\tA surge in data clean-up efforts \u2013 data teams within brands will focus on ensuring data is accurate, relevant and accessible, enabling robust measurement.\tAn industry-wide push to simplify cross-channel measurement \u2013 agencies and platforms will respond to advertisers\u2019 call for clear frameworks\/roadmaps\/guidance on building their measurement muscle from basic to advanced, in a structured and coherent way.The bottom line? Marketing\u2019s role as a growth engine is undeniable \u2013 but only if we prove it. That means establishing durable measurement foundations, investing in long-term brand equity, and bridging the gap between marketing and finance. With the right approach, 2025 could be the year marketing earns its seat at the boardroom table \u2013 not as a cost, but as an investment that delivers long-term, sustainable business impact.Catch up on the full discussion at The Drum Predictions 2025 event in the video above and check out The Effectiveness Equation report, here.","datePublished":"2025-02-11T10:00:00+00:00","dateModified":"2025-02-20T11:09:38+00:00","url":"https:\/\/www.thedrum.com\/news\/2025\/02\/11\/3-ways-marketing-leaders-can-prove-marketing-growth-engine-2025","publisher":{"@context":"https:\/\/schema.org","@type":"Organization","name":"The Drum","url":"https:\/\/www.thedrum.com","telephone":"(44) 141 552 5858","logo":{"@type":"ImageObject","url":"https:\/\/www.thedrum.com\/assets\/images\/logo\/logo-thedrum-desktop.png"},"email":"enquiries@thedrum.com","address":{"@type":"PostalAddress","addressLocality":"Glasgow","addressRegion":"Scotland","postalCode":"G1 5AB","streetAddress":"Mercat Building, 4th Floor, 26 Gallowgate"},"sameAs":["https:\/\/www.facebook.com\/thedrumpage","https:\/\/twitter.com\/thedrum","https:\/\/www.linkedin.com\/company\/thedrum","https:\/\/instagram.com\/drumeu\/","https:\/\/uk.pinterest.com\/thedrum\/","https:\/\/www.youtube.com\/user\/TheDrumReel"]},"author":{"@type":"Person","name":"Jenni Baker","url":"https:\/\/www.thedrum.com\/users\/jennibakerthedrumcom"},"creator":{"@type":"Person","name":"Jenni Baker","url":"https:\/\/www.thedrum.com\/users\/jennibakerthedrumcom"},"product-tag":"Sponsored","brand-tag":"Google","keywords":["Google","Data & Privacy","The Responsible Marketing Hub with Google","Measurement & ROI","Predictions 2025","Advertising effectiveness","Digital Marketing","Media Measurement","Sponsored"],"articleSection":"Media"},{"@context":"https:\/\/schema.org","@type":"WebSite","url":"https:\/\/www.thedrum.com","potentialAction":{"@type":"SearchAction","target":"https:\/\/www.thedrum.com\/search?query={search_term_string}","query-input":"required 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data-td-dfp-targeting='{"environment":"prod","url":"https:\/\/www.thedrum.com","tags":["Google","Data & Privacy","The Responsible Marketing Hub with Google","Measurement & ROI","Predictions 2025","Advertising effectiveness","Digital Marketing","Media Measurement"],"sector":["Media","Technology"],"location":["UK"],"category":["Media"],"section":["Other"],"premium":"false","article_label":["sponsored","video"],"author":"Jenni Baker","article_id":"article--355122","content_group":"editorial","content_group_category":"news","path":"\/news\/2025\/02\/11\/3-ways-marketing-leaders-can-prove-marketing-growth-engine-2025"}'></div> </body> </html>

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3 ways marketing leaders can prove that marketing is a growth engine in 2025 | The Drum