B2B brands are far less likely than those in B2C to have a dedicated, fully accountable marketing effectiveness team.
As brands debate the role for marketing effectiveness within their business, new data suggests many firms don’t have any resource in place to lead the effectiveness agenda to begin with.
Less than two-fifths (39.1%) of the more than 1,000 brand marketers responding to Marketing Week’s 2025 Language of Effectiveness survey, in partnership with Kantar and Google, agree marketing effectiveness is a well-defined function in their business, with a clear structure, chain of accountabilities and detailed processes in place.
The data shows a stark difference between the effectiveness roles and remit within B2B and B2C brands. While over half (56.7%) of B2C marketers work in a business with a well-defined, fully accountable marketing effectiveness function, the same is true for less than a third (29.1%) of their B2B peers.
