Brand budgets keep losing ground to performance marketing. Not because brand marketing doesn’t work, but because most marketing teams can’t prove that it does. Over the past two years, 45% of marketers shifted budget toward performance, and it wasn’t a strategy call. It was a measurement gap.
Wromote x Giant Spoon partnered with MMA Global to find out what’s really behind the divide. We surveyed 102 senior marketers across North America and found that roughly half have built what we call “Brand Accountability,” the ability to use measurement to justify and protect brand investment. The other half remain vulnerable, watching their budgets get cut first when things get tight.
The split isn’t about company size, industry, or maturity. It comes down to three things: measurement confidence, finance alignment, and the ability to link brand metrics to business results. This report breaks down exactly what separates the two groups and how to close the gap.
What’s Inside:
- Benchmark your brand measurement maturity: See how your confidence, tools, and finance alignment stack up against 102 senior marketers surveyed for this study.
- Learn what “Brand Accountable” leaders do differently: Get the specific practices tied to a 2.6x higher rate of finance alignment and significantly more budget protection in a downturn.
- Get the measurement stack that correlates with budget growth: See which combination of MMM, MTA, controlled experiments, and user-level data separates accountable brand teams from the rest.
- Preview where brand measurement is headed next: Share of search, attention metrics, and survey-to-behavior linkage are emerging as the next frontier and see who’s already testing them.
Download the State of Brand Marketing Accountability report to see where you stand and what it takes to get there.
