The findings at a glance
51% of organizations are stuck in Reactive mode
More than half of respondents fall into the study’s Reactive band. Just 2.5% are classified as Resilient, with the biggest gaps appearing in measurement, partner management and discovery breadth.
are classified as Resilient
51% of organizations are stuck in Reactive mode
More than half of respondents fall into the study’s Reactive band. Just 2.5% are classified as Resilient, with the biggest gaps appearing in measurement, partner management and discovery breadth.
are classified as Resilient
51% of organizations are stuck in Reactive mode
More than half of respondents fall into the study’s Reactive band. Just 2.5% are classified as Resilient, with the biggest gaps appearing in measurement, partner management and discovery breadth.
are classified as Resilient
70% depend on just two channels for most new customer acquisition
Seven in ten marketing leaders say the majority of their new customer acquisition comes from their two biggest channels. Just 2% report a genuinely diversified acquisition mix, increasing exposure to changes in pricing, policy, algorithms and customer behavior.
of their new customer acquisition comes from their two biggest channels
2% report a genuinely diversified acquisition mix
70% depend on just two channels for most new customer acquisition
Seven in ten marketing leaders say the majority of their new customer acquisition comes from their two biggest channels. Just 2% report a genuinely diversified acquisition mix, increasing exposure to changes in pricing, policy, algorithms and customer behavior.
of their new customer acquisition comes from their two biggest channels
2% report a genuinely diversified acquisition mix
70% depend on just two channels for most new customer acquisition
Seven in ten marketing leaders say the majority of their new customer acquisition comes from their two biggest channels. Just 2% report a genuinely diversified acquisition mix, increasing exposure to changes in pricing, policy, algorithms and customer behavior.
of their new customer acquisition comes from their two biggest channels
2% report a genuinely diversified acquisition mix
Discovery has moved beyond the channels that marketers control
53%
say half or more of their new customers first encounter their brand outside search and owned channels, through creators, publishers, marketplaces, communities or AI-generated answers.
Yet 62%
still identify their own advertising and owned media as the most influential factors shaping brand perception, compared with just 15% who select independent third-party voices.
Discovery has moved beyond the channels that marketers control
53%
say half or more of their new customers first encounter their brand outside search and owned channels, through creators, publishers, marketplaces, communities or AI-generated answers.
Yet 62%
still identify their own advertising and owned media as the most influential factors shaping brand perception, compared with just 15% who select independent third-party voices.
Discovery has moved beyond the channels that marketers control
53%
say half or more of their new customers first encounter their brand outside search and owned channels, through creators, publishers, marketplaces, communities or AI-generated answers.
Yet 62%
still identify their own advertising and owned media as the most influential factors shaping brand perception, compared with just 15% who select independent third-party voices.
Budget pressure is rising while marketing struggles to move faster
84%
expect pressure on marketing budgets to increase over the next 12 months
71%
take three months or longer to get an approved customer-facing idea live, while 69% have delayed or abandoned an initiative in the past year because implementation would take too long.
Budget pressure is rising while marketing struggles to move faster
84%
expect pressure on marketing budgets to increase over the next 12 months
71%
take three months or longer to get an approved customer-facing idea live, while 69% have delayed or abandoned an initiative in the past year because implementation would take too long.
Budget pressure is rising while marketing struggles to move faster
84%
expect pressure on marketing budgets to increase over the next 12 months
71%
take three months or longer to get an approved customer-facing idea live, while 69% have delayed or abandoned an initiative in the past year because implementation would take too long.
