Marketing Teams Under Pressure: Insights from Smartsheet's 2025 Report

Increased Pressure on Marketing Teams

A recent report titled 2025 Pulse of Marketing from Smartsheet reveals illuminating insights into the pressures facing marketing and creative teams today. With more than 1,200 professionals surveyed, a staggering 80% feel the heat to demonstrate their contributions to overall business outcomes. This mounting pressure isn't merely a passing trend; 60% of respondents noted that the expectation to prove their worth has escalated significantly over the past year.

Challenges in Proving Value

As marketing professionals grapple with these demands, the report uncovers a broader issue: a notable 94% of respondents face challenges in demonstrating their work's business impact. Many cite a lack of visibility into necessary information as a significant barrier. Shockingly, only 51% believe their departments are viewed as strategic partners in their organizations.

The Role of Technology and AI

Amid these challenges, technology is heralded as a key ally. An impressive 87% of surveyed professionals expressed that better tools could enhance their efficiency and ability to showcase their business impact. Most notably, the integration of AI technologies appears to be a game-changer. Those utilizing AI report saving an average of nine hours per week, with a third saving over ten hours. This added productivity can be pivotal in shifting perceptions and solidifying their strategic importance within their businesses.

Strategies for Success

The report outlines strategic methods to help marketing teams fortify their business position. These include leveraging AI to streamline workflows, enhancing process visibility, and standardizing operations. All these actions could empower teams to make informed decisions while clearly illustrating their contributions toward profitability.

The insights from Smartsheet's report not only highlight the challenges faced by marketing teams but also underscore actionable strategies that can lead to greater success and recognition within their organizations. In a world increasingly focused on business impact, arming oneself with the right information and technology may be the key to thriving in this competitive environment.

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