Playing defense

How the pressure to prove performance is reshaping which marketing ideas get funded

Playing Defense - Marketing Intelligence Report 2027

Get the report

Enter your details and we’ll send the report to your inbox.

playing-defense-landing-page-visual

Discover valuable first-hand perspectives from agency leaders.

logos

About the research

For its fifth annual research study, Funnel surveyed 233 in-house marketing professionals and agency leaders worldwide and interviewed five agency leaders in the U.S. and Europe. Conducted by independent research firm Ravn Research, the study explores how pressure to prove performance shapes marketing investment decisions.

safer-choices 1

Recognize the pull toward safer choices

Explore how pressure to justify marketing value can shape which ideas get funded, which channels keep their budgets and which experiments never happen.

 

question-measurement 1

Ask better questions of your measurement

Understand what different measurement methods can tell you and how to build stronger evidence for your next budget decision.

 

calculated-risks 1

Make room for calculated risks

Find practical starting points for testing uncertain opportunities, challenging familiar numbers and giving your team confidence to act.

Don't miss out on this report

Crucial insights from the experts

Explore expert perspectives on building data you can question, matching measurement to the decision and helping teams challenge the numbers with confidence.

 

quote
FELDM-Logo 2

 

If the knowledge of the stakeholders using AI-generated insights is not high enough to really challenge what the insight is, and why it could be this way or another way, this is really dangerous. It might simply lead to wrong assumptions.”

IsabelleK

Dr. Isabelle Kes

Senior consultant data strategy & marketing measurement, FELD M.

quote
ic_brainlabs

 

Marketers are afraid of making mistakes. They're afraid of being blamed if a strategy doesn't work. And let's be honest … they're afraid of losing their jobs.”

Natalia-Hernandez

Natalia Hernandez

Managing director of data, Brainlabs.

quote
Optimal_logo_bicolor_positive

 

You only get budget if you can convince somebody, and they feel confident this will have the impact you say it will.” 

Alex-Keller

Alex Keller

Senior vice president of performance marketing, Optimal

ic_shapes-1

Get your FREE copy of "Playing defense"

Funnel is the leading marketing intelligence platform for marketing and data teams. It brings all their marketing data together and puts it to work, from reporting and AI agents to marketing mix modeling (MMM). Funnel Data Hub collects, stores and prepares dependable data from 600+ sources, with consistent definitions and complete history. It delivers that data wherever teams need it, including BI tools and data warehouses. Funnel Measure builds on that data with MMM, incrementality testing and budget optimization. Reporting and measurement run on the same data, with numbers teams can trace back to the source. Founded in 2014, Funnel serves thousands of brands and agencies worldwide, with offices in Stockholm, Boston, Hamburg and Sydney.