Marketing Strategy Is Undervalued—So Market It Better

The Reality We Can’t Ignore

According to Marketing Week’s 2025 Career & Salary Survey, 73% of CMOs say their companies undervalue marketing strategy. That’s not a minor oversight—it’s an industry-wide blind spot. And marketers can’t afford to let this perception persist. Strategy is core to long-term success, but if it’s not understood internally, it’s sidelined.

Start by Understanding the Misunderstanding

Before defending the value of strategy, marketers must understand why it’s overlooked. Talk to peers in finance, operations, legal, and HR. Ask what they think marketing does—and doesn’t—contribute. These conversations help clarify assumptions and start closing the credibility gap.

Create a Guiding Policy

A strategic response should include a clear direction. If marketing is seen as “just advertising,” shift internal focus toward ROI, service innovation, or upstream influence. If others assume strategy happens at the agency level, showcase how internal decisions shape external impact. Each policy must be simple but actionable—and reinforced consistently.

Consistency Builds Credibility

True influence comes through coherence. Your presentations, reports, and cross-functional interactions should all reflect the same strategic principles. If you lead with ROI, let every project, KPI, and conversation support that theme. Clarity and repetition build trust—and that’s how you earn a seat at the strategic table.

Strategic Work Deserves Strategic Messaging

The irony is clear: marketers know how to position products, but often fail to position their own function. If you want your strategic role to be recognised, you need to treat it like a brand campaign—deliberate, targeted, and consistent.

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