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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
2. Marketers try to demonstrate the impact of their personal business
3. Marketing teams want access to better tools
“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: