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# Executive Expectations Shape Marketing's Role More Than Strategy
- URL: https://adjacent.media/signals/executive-expectations-shape-marketings-role-more-than-strategy/
- Published: 2026-09-11T16:16:26.000Z
- Updated: 2026-09-11T16:16:26.000Z
- Description: Forrester’s research identifies a structural problem: companies let leadership’s beliefs about marketing’s role—not competitive advantage—determine how they deploy it.
- Author: Jonathan Greene
- Tags: #signal, theme-brand, marketing strategy, organizational alignment, executive expectations

Source: [Featured Blogs - Forrester](https://www.forrester.com/blogs/companies-get-the-marketing-they-expect/?ref=adjacent.media)

Forrester's research identifies a structural problem: companies let leadership's beliefs about marketing's role—not competitive advantage—determine how they deploy it. Organizations viewing marketing as a cost center or communications function rather than demand generation or product strategy will systematically underinvest and misalign their operations. For growth-focused companies, the audit is straightforward: what your executives actually expect from marketing signals whether you're positioned to compete or ceding ground to rivals whose leadership has updated its model.