Smartsheet, the AI-powered enterprise-grade work management platform, has released its 2025 Pulse of Marketing Report. Drawing insights from over 1,200 marketing and creative professionals across the U.S., the report highlights the growing need for marketers to prove measurable business impact and the pivotal role of technology in achieving this goal.

Key Insights from the Report:

1. Rising Pressure to Demonstrate Business Impact

• Increased Pressure: Over 80% of respondents feel heightened pressure to prove the business impact of their work, with 60% reporting this pressure has grown over the past year.
• Visibility Gap: While 51% believe marketing teams are viewed as strategic partners, the need for better reporting and visibility remains evident.
• Comparative Struggles: 78% of professionals feel they must demonstrate their value more than peers in other departments.

2. Challenges in Demonstrating Individual Impact

• Lack of Data: Nearly all (94%) professionals face difficulties demonstrating the business impact of their work.
• Information Gaps: 95% struggle with decision-making due to insufficient data, while 53% lack visibility into essential information.
• Correlation with Success: Teams with reliable access to data (57%) are more likely to be viewed as strategic partners.

3. The Demand for Better Tools

• Technology Enhancements: 87% of respondents believe advanced tools would improve efficiency and their ability to demonstrate impact.
• Lost Time: Switching between tools leads to an average loss of 7.3 hours per week.
• AI Efficiency: AI boosts productivity, with 84% saving over five hours weekly, and 30% saving more than 10 hours.

Expert Perspectives:

John Newall, SVP, Marketing, Smartsheet:
"Today’s marketing and creative teams often struggle to provide tangible evidence of their strategic value. Leveraging AI and collaborative platforms like Smartsheet enables teams to stay aligned, regardless of complexity, and showcase their influence on business outcomes."

Courtney Finger, Principal, Product Marketing Operations, Conga:
"Smartsheet has been a game-changer for our marketing team. Its work management tools empower us to demonstrate ROI with real-time data and analytics, streamlining project processes and enhancing collaboration."

Harnessing Challenges with Technology:

The report provides actionable strategies for marketers and creatives:

1. Streamlining Workflows: Use AI and project management tools to enhance efficiency and demonstrate strategic value.
2. Improving Processes: Standardize workflows to increase visibility and improve decision-making.
3. Enhancing Collaboration: Leverage tools that offer real-time data and analytics to measure ROI effectively.

The 2025 Pulse of Marketing Report emphasizes the importance of adopting advanced tools and processes to stay competitive. Marketers and creatives must prioritize:

• AI Adoption: Save time and optimize efficiency.
• Data Accessibility: Ensure teams have access to the right information to make informed decisions.
• Standardization: Create consistent processes to demonstrate measurable outcomes and improve strategic alignment.