At a recent marketing conference, PwC’s Samrat Sharma presented new research demonstrating the tangible business value of marketing. Speaking with The Drum, Sharma highlighted how effective marketing doesn’t just drive growth—it directly contributes to shareholder returns.
“For once and for all,” Sharma says, “the idea that marketing’s purpose isn’t tied to shareholder value is outdated.”
The study, conducted jointly by PwC and the ANA, is one of the most comprehensive analyses of marketing effectiveness ever undertaken. It examined five years of data, thousands of data points, award-winning campaigns, global brand rankings, and 600 of the world’s largest publicly listed companies. The conclusion: companies that excel in marketing deliver 79% higher shareholder value over five years compared with those that treat marketing as a peripheral function.
“Good marketing isn’t just a strength—it’s the engine for growth,” Sharma notes.
Marketing’s Moment of Truth
The findings come at a critical time. Economic pressures and the promise of AI-driven efficiency have many organizations rethinking budgets, with marketing often the first to be cut. Sharma argues this is shortsighted.
“Marketers face a choice: use AI purely to cut costs, or harness it to drive growth by reinvesting gains into creative, impactful marketing,” he says. PwC’s interviews with over 30 CMOs and CFOs showed that the most successful brands are those using AI to enhance creativity, insight, and customer connection—not just efficiency.
Where Value Is Created
Sharma identifies two areas where AI is transforming marketing:
- Content Lifecycle Management: The volume of content is growing rapidly. AI enables brands to manage this efficiently and responsibly, ensuring brand governance and protecting what is often the company’s most valuable asset.
- Insights Generation: Traditional analytics relied on slow, static research. Today, AI allows marketers to combine structured and unstructured data to predict trends rather than react to them, keeping pace with cultural and market shifts.
Bridging the Communication Gap
The study also highlights a persistent issue: marketing’s value often isn’t effectively communicated to the C-suite. Sharma notes a disconnect between marketing metrics and financial measures, leading to skepticism about marketing’s impact. To address this, PwC and the ANA are developing a shortlist of key metrics that CMOs can use to demonstrate their contribution directly to executives and boards.
The Importance of Brand
Sharma emphasizes that a brand is more than a logo—it’s a promise rooted in trust. PwC itself recently refreshed its brand to reflect a more human, culturally relevant identity, illustrating how brand management can create real value. He points to complementary studies showing that B2B marketing, when focused on brand, insights, and creativity rather than just lead generation, can unlock long-term growth and resilience.
Activation and Implementation
The research is only the first step. Sharma explains that PwC and the ANA will work with hundreds of CMOs to ensure they have the tools and insights to demonstrate marketing’s value to CEOs and CFOs and implement best practices in their organizations. Case studies will track how these approaches improve company performance over time.
The Bigger Picture
Sharma’s message is clear: marketers must advocate for themselves and their function. “Marketing isn’t a cost center. It’s the growth engine,” he says. “Done correctly, it drives shareholder value, builds trust, and proves its strategic importance. That’s no longer opinion—it’s evidence.”
