Why only 3% of marketers truly unite brand and demand

"The study surveyed nearly 100 B2B marketers. Only 26% balance their brand and demand investments, even though 72% say they're working toward that goal. Unified organizations see the payoff: those that integrate the two report 208% higher marketing-sourced revenue, according to LinkedIn benchmarks included in the study. Despite this, only 3% of organizations are "fully unified." Executive buy-in is the dividing line - every unified company reported full C-suite sponsorship,"

"Marketers cite three main capability gaps: measurement, investment allocation and creative effectiveness. JLL's global CMO Siddharth Taparia explains that many B2B firms overinvest in demand because results are immediate and easy to track, while brand-building is harder to quantify. He argues that sustained brand investment is what makes demand campaigns efficient over the long term. Jean English, CMO at CoreWeave, points to messaging alignment as critical: campaigns need to flow seamlessly from awareness into outcomes."

A Brand-to-Demand Maturity Study from the ANA and Stein surveyed nearly 100 B2B marketers. Only 26% of organizations balance brand and demand investments, while 72% report working toward that balance. Organizations that integrate brand and demand report 208% higher marketing-sourced revenue by LinkedIn benchmarks, yet only 3% are fully unified. Executive buy-in strongly correlates with unification: every unified company reported full C-suite sponsorship, while only 36% of leaders treat integration as a high priority. Marketers identify measurement, investment allocation, and creative effectiveness as key capability gaps. Sustained brand investment and messaging alignment improve long-term demand efficiency.

Read at The Drum