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"The Fight To Prove the Value of Marketing"

Results from Blue Chip’s 2025 CPG Survey of Marketing Professionals

Why Marketing Leaders Must Rethink How They Defend Budgets, Prove ROI—and Win in 2025

In today’s high-stakes, margin-squeezed environment, CPG marketers are under more scrutiny than ever. Finance wants results. Leadership wants growth. And marketers? They’re caught in the middle—tasked with justifying every dollar in a climate of flat growth and rising pressure.

This white paper delivers answers.

Based on Blue Chip’s 2025 survey of 100 U.S.-based CPG marketing leaders, The Fight to Prove the Value of Marketing unpacks how the most successful marketers are flipping the script—from being seen as cost centers to strategic revenue drivers. Inside, you’ll discover:

Why 89% of marketers face extreme margin pressure—and how the smartest ones are turning it into competitive advantage.

The divide between “trailblazers” and “traditionalists”—and what it means for your budget, influence, and team credibility.

Tactical strategies to build cross-functional finance partnerships, scale advanced analytics, and implement test-and-learn frameworks that unlock incremental investment.

A new marketing playbook built around Brand Commerce—designed to build brands over time and drive sales overnight.

If you're a CMO or senior marketing leader ready to lead with data, align with finance, and grow your impact—this is your must-read guide.

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