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Smartsheet Pulse of Marketing Report Shows Marketing Teams Rethinking How to Demonstrate Business Impact


SmartsheetWorkforce management platform AE-Enhanced Enterprise, announced the release of its 2025 Marketing Report. This comprehensive study aggregates insights from more than 1,200 marketing and creative professionals across the United States and crystallizes the growing need for marketing teams to demonstrate measurable business impact and the critical role of technology in demonstrating value.

“As a career trader, I can attest to the increasing pressure to demonstrate ROI”

“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 management and collaboration platforms, to help marketing and creative teams stay aligned regardless of project complexity or workforce distribution. It also highlights how critical it is to use the same technologies to provide a richer, more accurate view of how these teams impact business results and profitability. “

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Key findings from the report include:

1. Marketers and creatives are under pressure to demonstrate business impact

  • More than 80% of professionals surveyed feel increased pressure to demonstrate the business impact of their work, with 60% noting that this pressure has intensified over the past year.
  • More than three-quarters (78%) of respondents feel they have to demonstrate that they add value to their organizations more than peers in other departments or roles.
  • About half (51%) of survey respondents believe that marketing teams are considered strategic partners in their organizations, highlighting the need for greater visibility and reporting.

2. Marketers try to demonstrate the impact of their personal business

  • Almost all (94%) marketing and creative professionals questioned challenges in demonstrating the business impact of their work.
  • Almost all respondents (95%) face challenges in making business decisions, with more than half (53%) lacking visibility into essential information.
  • The report shows that access to high-quality data significantly increases team effectiveness 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 experts believing that improved technology would increase efficiency and the ability to demonstrate impact.
  • Almost 72% of respondents switch between tools, losing an average of 7.3 hours per week, making it difficult to demonstrate their impact.
  • Smartsheet Research shows that AI can increase productivity, with marketing and creative professionals saving more than nine hours per week on average. The majority (84%) save about five or more hours a week using AI, with 30% saving more than 10 hours.

“As a career marketer, I can attest to the increasing pressure to demonstrate ROI,” said Courtney Finger, Director, Product Marketing Operations, Conga. “Work management tools like Smartsheet have empowered us to create visibility into the critical results that drive our marketing teams. The platform has been a game changer, streamlining our project management processes and increasing 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 results. “

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Use of obstacles

The research revealed several strategies that could help marketers and creatives demonstrate their value, including:

  • Proven impact is challenging, but technology can help. Technology, especially AI and Project Management tools, offers solutions to streamline workflows, improving efficiency and enabling teams to better demonstrate their strategic value.
  • Standardized processes and visibility are essential. Improved processes and visibility into project and campaign data enable better decision-making and make it easier to demonstrate impact.



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