Senior marketing leaders overwhelmingly believe that marketing drives growth—but when it comes to explaining how marketing is measured and defending budget decisions in the boardroom, confidence falters. That’s the key takeaway from Haus’ inaugural Decision Confidence Index, which surveyed senior marketing and finance executives on their ability to measure, defend, and optimize marketing investments.

According to the report, only 49% of leaders can clearly articulate their measurement approach to the board. While dashboards, AI tools, and data analytics are abundant, many organizations lack the clarity required for high-stakes decisions, leaving financial accountability unclear and long-term growth strategies vulnerable.

“Massive marketing budgets are being allocated based on methods that leaders themselves don’t fully trust,” said Zach Epstein, CEO of Haus. “That uncertainty drives wasted spend and cautious, short-term decisions that can limit long-term growth.”

Confidence Drops as Stakes Rise

While 90% of respondents believe marketing drives growth, 35% admit that over 20% of their budget is inefficiently allocated. Confidence erodes further in scenarios with real financial implications:

• Only 49% say they measure what truly drives growth and business outcomes

• 51% admit they focus on metrics expected by leadership or easily accessible, rather than strategic impact

• More than 20% lack confidence evaluating ROI for large-scale brand initiatives

Underlying these gaps are inconsistent measurement systems: 34% cite reliability concerns, while 33% report conflicting data sources, making it difficult to act decisively on insights.

Measurement Gaps Shape Strategic Decisions

Uncertainty in measurement affects which marketing initiatives are pursued. Nearly three in four (74%) report abandoning or scaling back campaigns due to unclear impact, while 69% feel pressure to deprioritize brand-building initiatives in favor of immediate performance metrics.

“The risk is a structural shift toward short-termism,” Epstein explains. “Organizations end up favoring easier-to-measure returns over initiatives that drive long-term brand value and innovation.”

AI Accelerates Execution—but Not Accountability

AI adoption is widespread, and most leaders express confidence in leveraging AI tools. Yet when it comes to financial accountability, confidence drops sharply:

• Only 51% feel confident explaining AI-driven ROI to the board

• 71% believe AI tools prioritize short-term performance over long-term growth

• 63% report pressure to deliver more with fewer resources due to AI

AI is changing how marketing operates, but execution is outpacing clarity. “AI systems learn from observed data, which biases them toward short-term metrics,” Epstein notes. “Without linking investment to actual financial outcomes, organizations risk scaling the wrong objectives.”

Implications for Growth

For brands managing multimillion-dollar budgets under increasing scrutiny, these findings are a wake-up call: confidence in marketing measurement is not the same as clarity or accountability. Organizations that fail to connect performance to financial outcomes risk undermining strategic growth, misallocating capital, and missing opportunities to innovate.

Effective measurement is no longer just about tracking activity—it’s about creating systems that allow leaders to defend decisions, allocate resources confidently, and invest in initiatives that drive durable growth.

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